Sovereign Centros has revealed that Sides, a fried chicken restaurant initiated by the popular YouTube group, The Sidemen, will be a new addition to the food and beverage offerings at Merry Hill shopping centre.
Launched in 2021 by YouTube sensations The Sidemen, Sides has rapidly gained a dedicated following. After achieving considerable success in various London locations, the brand has set its sights on a nationwide expansion. It aims to open as many as 200 outlets across the UK within the next ten years. Merry Hill is set to play a pivotal role in this ambitious growth strategy, as it will become Sides’ second standalone restaurant and the first outside the capital.
The upcoming restaurant is committed to offering its well-liked menu of fried chicken dishes along with plant-based options. These include a variety of burgers, tenders, and wings. Additionally, patrons will have the choice of seven different sauces, ranging from classic BBQ and chipotle to XIX buffalo. The 2,960-square-foot space, designed in The Sidemen’s distinctive black and white theme, will accommodate up to 100 diners.
Alistair Winning, Asset Manager at Sovereign Centros, stated: “Sides is fast becoming a UK-wide cultural phenomenon, so it’s great for Merry Hill to have landed a growing brand at such a critical time in their expansion. It is a crucial part of our wider strategy to cater for all our visitors, covering a wide range of demographics, keeping our finger on the pulse of what our community want. The addition of a brand that attracts a younger audience like Sides is evidence of this strategy coming to life, as they join the ranks of our dynamic F&B line-up.”
Robin Mehta, CEO at Sides, added: “The West Midlands was a key area for us to target in our expansion plans, and with Merry Hill being a flagship destination here, we always had our eyes locked on this location. Our fans have been calling for more restaurants across the country, and we’ve targeted key destinations to answer that demand. We’re looking forward to opening at Merry Hill at the end of this year and introducing the Sides experience to our West Midlands fanbase.”
This announcement comes on the heels of other significant openings at Merry Hill. Recently, Hollywood Bowl, the UK’s largest tenpin bowling operator, and wagamama, a popular pan-Asian restaurant, have also set up shop in the centre, contributing to the development of its new leisure quarter on the upper mall.
JLL and Time Retail Partners are the representatives for Merry Hill, while Sides handled the deal directly.
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