The Sidemen, one of YouTube’s most influential creator groups, have announced plans to open 15 new Sides fried chicken restaurants in 2026, significantly accelerating the brand’s UK and international expansion. Launched in 2021 in partnership with franchise operator Hero Brands, Sides already operates five UK sites and has begun international growth, including Singapore.
Planned UK openings include Scotland, Cardiff and Liverpool, alongside further expansion across Asia and the Middle East in markets such as India, Malaysia and the UAE.
On the surface, this appears to be another restaurant expansion story. In reality, it reveals deeper structural shifts in how modern businesses are built, marketed and scaled.
The Real Story: Audience-Led Businesses Are Disrupting Traditional Models
Sides was not built through traditional hospitality routes. It was built through audience leverage first, infrastructure second.
The Sidemen collectively command tens of millions of followers. That audience functions as a ready-made customer base, dramatically reducing the two biggest risks most hospitality businesses face:
• Customer acquisition cost
• Brand awareness barriers
Traditional restaurant operators often spend years and substantial capital building awareness through advertising and local presence. Creator-led brands begin with demand already established.
This changes the competitive landscape.
Businesses are no longer competing solely on product quality, location or price. They are competing on visibility, identity and digital presence.
Implication 1: Strong Digital Presence Is No Longer Optional. It Is Foundational.
A strong social media presence is now one of the most valuable commercial assets a business can develop.
Platforms such as Instagram and Facebook allow businesses to:
• Build brand familiarity before customers ever visit
• Reinforce trust and credibility
• Stay visible to existing and potential customers
• Generate demand without relying purely on physical location
In parallel, paid acquisition channels such as Google Ads and Meta Ads enable businesses to place themselves directly in front of high-intent customers at the exact moment they are searching.
For example:
• Google Ads capture customers actively searching for services or products
• Instagram and Facebook Ads create demand and maintain ongoing visibility
• Consistent organic social media builds brand trust and long-term loyalty
Businesses that actively manage these channels remain visible.
Businesses that do not effectively become invisible.
This is not simply a marketing issue. It is a revenue issue.
If potential customers cannot find or recognise your business, they will choose one they can.
Implication 2: Brand Equity Is Becoming More Valuable Than Physical Assets
Historically, business value was closely tied to physical assets such as premises, equipment and stock.
Today, intangible assets increasingly drive enterprise value.
These include:
• Brand recognition
• Customer loyalty
• Online visibility
• Digital presence
A business with strong digital reach can generate demand more reliably, scale more easily and achieve stronger long-term valuation.
Physical infrastructure fulfils demand. Brand and visibility create it.
Implication 3: Professional Digital Strategy Is Becoming a Competitive Advantage
Many businesses attempt to manage social media and advertising internally without a clear long-term strategy.
This often results in:
• Inconsistent posting
• Inefficient advertising spend
• Poor targeting
• Limited measurable return
In contrast, businesses that take a structured and strategic approach to digital marketing typically benefit from:
• Lower customer acquisition costs
• More predictable growth
• Stronger brand positioning
• Improved long-term profitability
Digital presence is now a core business function, not an optional extra.
As competition increases, the difference between businesses with a clear digital strategy and those without becomes more pronounced.
Implication 4: Franchising and Scalable Infrastructure Enable Faster Expansion
Sides partnered with franchise specialist Hero Brands, allowing rapid growth without requiring centralised operational control.
This model separates demand generation from operational delivery.
It allows brands to scale efficiently while managing capital risk.
Businesses that develop scalable structures place themselves in a stronger position for expansion or future exit opportunities.
Implication 5: Competition Is Increasing Across Hospitality and Retail
Sides joins a growing list of rapidly expanding brands, including Popeyes, Wingstop and Dave’s Hot Chicken.
This signals strong demand but also increasing competition.
As more businesses enter the market, visibility and brand recognition become decisive factors in determining which businesses succeed.
Businesses that remain passive in their marketing risk being outpaced by competitors who actively invest in their visibility and brand development.
Amanah Insight
The expansion of creator-led brands highlights a broader structural shift.
Modern business success is increasingly driven by:
• Brand strength
• Digital visibility
• Customer engagement
• Strategic marketing infrastructure
Operational excellence remains essential, but it is no longer sufficient on its own.
Businesses that invest in building a strong digital presence and clear brand identity are better positioned for sustainable growth, improved profitability and stronger long-term valuation.
Those that do not risk becoming dependent on price competition and local footfall alone.
Disclaimer
This article is provided for general informational purposes only and does not constitute financial, tax or business advice. The content reflects market developments and strategic considerations but should not be relied upon as a substitute for professional advice tailored to your specific circumstances. Amanah Accountants accepts no liability for any decisions made based on this information. Clients should seek personalised advice before making financial or business decisions.