Hungry customers queue up as YouTubers' new Merry Hill restaurant opens - but stars stay away

Sides is the latest in a chain created by The Sidemen, a YouTube group famed for online challenges and other content and boasting more than 130 million combined subscribers with millions more on other social media platforms.

The group, which consists of internet personalities KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S, opened their first restaurant in London, serving fried chicken, with burgers, tenders and wings on offer as well as plant-based alternatives and seven different sauces, including classic BBQ, chipotle and XIX buffalo.

The seven YouTubers were warned off attending the opening amid fears that up to 10,000 people could turn up. Dudley Council said the scale of the event meant it would not be safe with the group saying they'd been threatened with legal action if any of them made an appearance.

However, they recorded a message to fans saying saying "unfortunately" they couldn't attend, saying things "obviously got a bit too hot". They also asked fans to share videos and photos of them at the new Black Country restaurant.

The Merry Hill restaurant, which fits around 100 diners, is the first of a planned expansion across the country. Fans queued alongside curious parents and grandparents to get their teeth into the chicken, which is prepared Nashville-style.

Ben Tooth was first in the queue with his granddad John. The 21-year-old said he had been to the restaurant at Wembley Boxpark in north London and was excited to be there to try the food nearer to home.

He said: "I've been a fan for a while, watching the different challenge videos, and when I tried the food at Wembley, I thought it was very good, so it's great to be here to get it a bit more locally.

"I don't know what I'm going to get yet, but I'm happy to take a look and see what there is."

John, 61, said he and Ben had hoped that KSI was going to be there, but despite their no-show, the restaurant was a great thing for the centre.

He said: "I think the restaurant is a great idea and shows they are broadening their horizons.

"It's also good for Merry Hill as it's bringing in something that the youngsters will love and the older ones will enjoy as well."

The enthusiasm of Ben and John was matched by Ellie Patrick and her grandmother Bonnie Turner, with the duo from Halesowen saying they had heard good things about the place.

Sixteen-year-old Ellie said: "I am a big fan and I'd heard it was going to be local, so I thought I'd come down and see what it's like.

"I've never been to one of the restaurants, but I've heard it's good stuff, so my expectations are high and I hope the food is good."

Bonnie said she had heard of KSI or Prime before, but the 70-year-old said it was a day of discovery for her.

She said: "I don't know much about this place, but I think it's exciting to see new restaurants like this coming to Merry Hill as it's good for the centre."

The opening was understated, with the shutters opening and people being welcomed in, easing fears by centre management of large crowds turning up to try and see the group members.

They were due to surprise fans at the opening of the restaurant, but Dudley Council said the scale of the event meant it would not be safe, with the group saying the council had threatened legal action if any of the seven members made an appearance.

It meant a quieter morning for staff at the restaurant as they took orders and helped people with any problems, such as a drinks dispenser not working correctly.

Among those having a meal at the opening were Stuart and Jude Hunt, with the 12-year-old Jude from Stourbridge saying he'd first heard about the place on TikTok and wanted to see it as he loved the YouTube channel.

He said: "I love watching them as I just love the challenge videos and watch them every week.

"After I found out about this on TikTok, I wanted to come down here and it's been really good and I've enjoyed the food."

The 46-year-old Stuart said a lot of the YouTube content went over his head, but he said he was happy his son liked it and said it was good for the centre to have a chain like Sides.

He said: "This will bring people into the centre and that can't be a bad thing as they're closing shops all the time.

"A lot of the stuff online goes right over my head, but I think it's great that the young people like it and can get something out of it."

The restaurant is one of the first outside of London, ahead of new restaurants in Manchester and at the Bluewater Shopping centre and master franchisee Faisal Butt said it was a great location to bring the chain to.

He said: "Merry Hill is a vibrant shopping centre which has a fantastic demographic, great footfall and we thought it would be an excellent place to start the flagship out of London.

"People seem to be enjoying the food and while it was unfortunate that the Sidemen couldn't be here today, it has been nice to see their fans coming in and supporting us.

"We're looking forward to bringing that premium Nashville-style fried chicken to the public."

Sides is located in the Lower Mall at Merry Hill, next to Asda.