Sidemen YouTubers Target Birmingham for New Restaurant After Merry Hill Closure
The Sidemen, a popular group of YouTube personalities, have unveiled ambitious plans to establish a new restaurant in Birmingham. This announcement comes in the wake of the recent closure of their Sides chicken restaurant at the Merry Hill shopping centre in Dudley, a decision described as difficult but necessary.
Strategic Review Leads to Merry Hill Shutdown
Sides closed its doors at Merry Hill in recent days, with shutters firmly down when visited on Saturday, April 18. The restaurant had been operating at the shopping centre since November 2023, offering a menu featuring fried chicken, burgers, tenders, wings, and plant-based alternatives. This closure follows the earlier shutdown of their SDMN Clothing fashion store in the Bullring, marking a period of transition for the brand in the West Midlands.
A spokesman for Sides explained that a strategic review of operations identified issues with the franchise operator at the Merry Hill site. "We identified that the franchise operator of the Merry Hill site was no longer able to deliver the experience and standards our customers expect from Sides, leading us to take the difficult decision to close the store," the statement read. The spokesman emphasised that such decisions are never taken lightly but are essential for focusing resources on sustainable growth.
Birmingham Remains a Key Market for Expansion
Despite the closure, the Sidemen have reaffirmed their commitment to Birmingham, describing it as a key market for the brand. They are now actively exploring opportunities to open another Sides location in the city as soon as possible, as part of their broader UK and international expansion ambitions. The spokesman acknowledged the disappointment for fans in the West Midlands but expressed gratitude for their support.
"Birmingham will remain a key market for the brand, and we are actively exploring opportunities to open another Sides location in the city as soon as possible, as part of our wider UK growth ambitions," the statement continued. The priority remains building Sides into the best-tasting and largest UK hot-chicken brand, driven by uncompromising quality, bold flavour, and an authentic dining experience.
Support for Staff and Future Prospects
The Sidemen have also highlighted their support for the team affected by the Merry Hill closure, thanking them for their hard work and ensuring assistance during the transition period. This move underscores their focus on maintaining brand integrity and customer satisfaction as they navigate this strategic shift.
With plans firmly set on Birmingham, the Sidemen aim to leverage their growing fanbase and brand recognition to establish a successful new restaurant, turning a challenging closure into an opportunity for renewed growth in the vibrant city dining scene.
