YouTube stars' chicken restaurant closes at Merry Hill

YouTube collective, The Sidemen, have closed their Merry Hill ‘Sides’ restaurant, in Merry Hill, Brierley Hill, after they found that the franchiser of the location was ‘no longer able to deliver’ the experience or standards that their customers expect.

The Merry Hill branch of the chicken chain was the first to open outside of London, and opened in the former Disney store unit in November 2023.

At the time, the hundreds upon hundreds of hungry customers attended the opening day of the YouTubers chicken shop, with the Sidemen being ‘warned off’ from attending the opening event over fears of huge crowds.

Sides has attributed the closure to a lack of suitability, saying that the Merry Hill franchiser failed to deliver the experience and standards that customers expected.

Talking about the closure, a spokesperson for Sides said: “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 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.

“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.”

The group said that Birmingham will ‘remain a key market’ for their brand, and for the growing fanbase in the West Midlands.

The spokesperson added: “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.

“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.”

Merry Hill has confirmed that Sides has closed the site, adding that they wish the team well in their future.

A spokesperson for Merry Hill said: “ We can confirm that Sides has chosen to close at Merry Hill 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.”