The popular chicken restaurant from YouTube stars The Sidemen has officially closed its doors at Merry Hill, just months after the group shut their fashion store in the Bullring. Sides, known for its fried chicken offerings, had its shutters down on Saturday, April 18, when BirminghamLive visited the shopping centre. Representatives for Merry Hill have since confirmed the departure.
Reasons for Closure
A spokesperson for Sides confirmed the closure, stating that the Merry Hill site was 'no longer able to deliver the experience and standards our customers expect from Sides'. The restaurant opened in November 2023 and served fried chicken, burgers, tenders, wings, and plant-based alternatives.
The closure comes only months after The Sidemen closed their SDMN Clothing store in the Bullring. A spokesman for Sides explained: 'Over the past several months, Sides has undertaken a strategic review of its operations to ensure the business is set up for long-term success and sustainable growth. During the review, 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.'
Future Plans
The spokesman added: 'Decisions like this are never taken lightly, but it allows us to focus our time, energy and investment where they can make the greatest impact as the brand continues to grow. We recognise this will be disappointing for our growing fanbase in the West Midlands, and we are grateful for the support shown to the team and the store. 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.'
He emphasised: 'Our priority continues to be building Sides as the best-tasting and largest UK hot-chicken brand, both in the UK and internationally, driven by uncompromising quality, bold flavour and an authentic dining experience. Our team has been central to the experience we’ve delivered from our Merry Hill store, and we are incredibly thankful for their hard work. We have continued to support them throughout the store closure period.'
Merry Hill's Response
A Merry Hill spokesman added: 'We can confirm that Sides in Merry Hill has now closed, in line with the brand’s other sites across the UK, and we would like to wish the team well. Visitor numbers and the quality of new stores and restaurants opening at the centre continue to go from strength to strength, with Slim Chickens, Toledo Lounge, Wendy’s and Burger & Sauce all joining over the last few months.'
