Merry Hill opens the first Sides restaurant outside London

20 November 2023

Merry Hill has now opened Sides, the iconic fried chicken restaurant backed by YouTube sensations The Sidemen, adding to the centre’s thriving food and drink offerings.

The Merry Hill restaurant spans 3,000 square feet, with space for 90 diners, and serves up all of the classic Sides menu items that have been available in their Boxpark and Harrow locations in London, including its iconic freshly cooked chicken in a variety of flavours.

The Merry Hill opening marks the first restaurant location outside of London and is a UK first for a shopping centre. The restaurant also brings more opportunities for West Midland locals, creating 40 new jobs.

The Sidemen are among the most high-profile internet personalities in the United Kingdom and internationally since starting in 2013, boasting more than 130m combined subscribers on YouTube and millions more followers across their various social media channels.

Sides is located on the Lower Mall near JD Sports. It follows the recently opened wagamama, which has experienced record sales since its launch in May this year. The new restaurant is also a near to the new Hollywood Bowl, Merry Hill’s latest leisure offering. It further adds to the centre’s emerging leisure quarter, creating a family-friendly hub for eating and entertainment.

Jonathan Poole, Centre Manager at Merry Hill said: “We are very excited to welcome Sides’ new restaurant to Merry Hill. We know how eager our visitors have been to experience what Sides has to offer, and we look forward to seeing them enjoy the popular fried chicken spot.”

“It’s an exciting time at the centre as we continue to offer even more food and drink and leisure options for friends and family to enjoy. We’ve already seen huge numbers of people enjoy the recently opened wagamama, and we’re sure Sides will be a similar success among our visitors.

Robin Mehta, Sides CEO, said: “Opening the first location of Sides outside of London is massive for all of us. The growth of Sides has been a proud moment and we’re really excited about the space at Merry Hill. Here at Sides we like to say that People will come in for the hype, but they’ll come back for the food, and we’re looking forward to seeing this in action in the West Midlands.”