Sides, the QSR venture by YouTube collective the Sidemen, is set to launch a ”major revamp” across its menu as it bolsters its senior team.
In celebration of the Sidemen’s 12th birthday, the UK chicken brand will be rolling out 11 ways that customers can personalise the heat and flavour of their order from 19 October.
Customers will now be able to choose whether they want their chicken in a burger, a wrap, as tenders, wings or in a snack box.
They will then be able to pick their flavour, including new variants such as Mango Peri Peri, Firecracker, and Roast Chicken Dinner. Made with 100% Red Tractor British chicken, these new flavours take inspiration from ”British favourites and current food trends”, Sides said.
Other new menu products include a Salad Snack Box, which looks to offer a “lighter lunchtime option”, and Mac ‘n’ Cheese Bites available as part of the Sides Saver options.
Sides’ burgers have also been upgraded with a newly improved recipe designed to “bring better flavours and deliver a juicier bite”, according to the chicken chain.
“We’ve looked at what people in the UK love eating and found ways to make it uniquely ours,” said Sides MD Aaron Moore-Saxton.
”From nostalgic British classics to bold new flavours, the new menu is all about giving customers the freedom to choose and helping them own their taste, proving that bold flavour and British heritage can go hand in hand.”
It comes as Sidemen’s ice cream range has disappeared from Iceland just six months after launching, as revealed by The Grocer this week.
When approached by The Grocer, Sides CEO Robin Mehta said the brand was “focusing on the bold, hot chicken products people know and expect from Sides” in grocery.
“While our retail range continues to perform, Sides has always been a restaurant-first brand, and our grocery lines are designed to bring that same flavour-led experience into homes nationwide,” he added.
Taking the brand to ‘new heights’
Sides was founded in 2021 and now has five UK restaurants. It also recently opened its first international location in Singapore in June this year.
It plans to double its footprint within the next year and continue its global expansion. To help reach this goal, Sides has hired Fiona Richards as marketing director. She previously held senior brand and marketing roles at Lidl and BP.
Her appointment comes just four months after Moore-Saxton was hired as MD in June, following spells with Chopstix, Pizza Hut and Itsu.
Moore-Saxton added: “Sides has demonstrated exceptional growth potential in such a short period of time. We have already proven our concept in both dark kitchens and physical restaurants and have built a strong foundation with a powerful brand, a high-quality product, and we are building an even more experienced leadership team to take the brand to new heights.
“This combination positions us perfectly to own the hot chicken category in the UK and to accelerate our expansion internationally.”
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