SIDES By The Sidemen Bugis+, The Fried Chicken Brand Everyone Is Talking About
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Bugis+ has become one of Singapore’s most talked-about food destinations lately, and one name that keeps popping up is Sides. Known for bold flavours, crispy chicken, and a strong social media presence, Sides has officially landed at Bugis+, and it is pulling crowds.
So what exactly is Sides, and is it worth the hype?
What Is Sides by the Sidemen
Sides is a modern fried chicken brand that focuses on flavour-packed chicken tenders, burgers, and loaded sides. The brand started overseas and quickly gained popularity for its punchy seasoning, generous portions, and no-nonsense comfort food approach.
This is not subtle food. Sides is all about big flavour, crispy textures, and indulgence.
Who Are The Sidemen
The Sidemen are one of the biggest and most influential YouTube groups in the world. They are a British collective of content creators who started as friends making gaming videos and grew into a global entertainment and business powerhouse.
They are known for challenges, travel videos, real life competitions, football content, and high production YouTube shows that regularly pull tens of millions of views.
Sidemen Members
The group has seven core members
KSI
Miniminter
Zerkaa
TBJZL
Behzinga
Vikkstar123
W2S
Each member has their own personality and solo channel, but together they operate under the Sidemen brand.
How They Started
The Sidemen began in the early 2010s, initially creating FIFA gaming content. As their audience grew, they shifted to larger-scale real-life videos, including challenges, holidays, game shows, and extreme tasks.
That shift is what turned them from YouTubers into mainstream entertainment figures.
What They Are Known For
The Sidemen are best known for
High-energy YouTube challenges
Big budget productions
Travel and holiday challenges
Football-related content
Strong friendship chemistry on camera
Their content feels chaotic, competitive, and genuinely funny, which is why it connects so well with viewers.
Sidemen As A Business
The Sidemen are not just content creators. They are serious entrepreneurs.
They run multiple successful businesses, including
Sidemen Clothing
Sides, their fried chicken food brand
XIX Vodka
Sidemen Charity Match is one of the most significant online charity football events.
Sides, the fried chicken brand you see at places like Bugis Plus, is directly owned by the Sidemen.
Why They Are So Popular
Their success comes down to a few key things
They feel authentic and unscripted
Their friendship is real
They constantly evolve their content
They understand internet culture better than most
They grew with their audience and never lost touch.
What You Can Expect on the Menu
Sides is best known for its chicken tenders and burgers. Everything is built around well-seasoned, crispy fried chicken.
Expect
Crispy chicken tenders with bold seasoning
Chicken burgers stacked with sauces and slaw
Loaded sides like fries with sauces and toppings
Comfort food portions that actually fill you up
This is food designed to hit hard and satisfy cravings.
The Bugis+ Experience
At Bugis+, Sides fits perfectly into the high-energy food scene. The outlet is casual, fast-paced, and constantly busy, especially during peak hours.
Orders move quickly, but queues are standard, particularly during lunch and dinner. If you want a quieter experience, off-peak hours are your best bet.
How Does It Taste
The chicken is the main draw—Crispy on the outside, juicy inside, and heavily seasoned. If you enjoy flavour-forward fried chicken rather than mild or plain styles, Sides delivers.
Sauces play a significant role here, adding richness and heat depending on what you order. This is not health food, and it is not trying to be.
Is Sides Worth Trying
If you enjoy indulgent fried chicken and do not mind bold seasoning, Sides is worth checking out. It is especially appealing if you like modern fast food brands that focus on flavour and portion size.
If you prefer lighter meals or subtle flavours, this may not be your go-to spot.
Final Thoughts
Sides at Bugis+ is loud, bold, and unapologetic. It knows exactly what it wants to be and executes it well—crispy chicken, intense flavours, and comfort food vibes in one of Singapore’s busiest malls.
If you are already at Bugis+ and craving fried chicken that does not hold back, Sides is worth a visit.