Sides to Wing Way into Merry Hill

Sovereign Centros has announced that Sides, the fried chicken restaurant launched by YouTube collective, The Sidemen, is to open at Merry Hill, joining the centre’s evolving F&B line-up.

Founded by YouTube stars The Sidemen in 2021, Sides has quickly garnered a cult following. Following significant success across spaces in London, the brand intends to expand across the country, with as many as 200 sites over the next decade. Merry Hill is playing an important role in that planned expansion, on track to be Sides’ second standalone restaurant space in the UK, and its first outside of London.

The new restaurant promises to deliver the popular range of fried chicken dishes and plant-based alternatives, including burgers, tenders, and wings. Also on offer will be a selection of seven different sauces to cater to any taste, such as classic BBQ, chipotle, or XIX buffalo. With space for 100 diners, the new 2,960 sq ft restaurant will be fitted out in the Sidemen’s signature bold black and white style.

Alistair Winning, Asset Manager at Sovereign Centros, commented: “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 follows the recent news that the UK’s biggest tenpin bowling operator, Hollywood Bowl, and pan-Asian favourite, wagamama, have opened at Merry Hill, forming the foundations of its new leisure quarter on the upper mall.

JLL and Time Retail Partners represent Merry Hill. Sides dealt direct.