UK Influencers Sidemen Open Viral Brand Sides in Singapore
Popular UK influencer collective, Sidemen, bringing their hot chicken brand Sides to Singapore! If you’re out of the loop, Sidemen co-founder and popular YouTuber KSI, who has 44 million followers on the video channel, is one of the key faces behind the brand. There’s no denying that streamers and influencers like him have an insane global pull, especially amongst the Gen Alpha and Gen Z.
The Rise of Influencer Business Empires
Today, social media and its uncrowned rulers, the influencers, have made the world look at everything with a keen eye and a newfound interest. The global influencer marketing platform market size will grow manifolds from $6 billion in 2020 to $24.1 billion by 2025. Influencers have accumulated large masses of followers, used their popularity to create business empires that are well worth millions. Over the years, the many likes have turned to legacy, and long-standing subscribers have translated to ever-lasting success.
A successful influencer makes a successful businessperson by taking a hard look at their strong and weak points and entrusts a business partner with the skills that they lack. Their hoards of followers ensure when a business idea is in place, the influencers get all the support they need from the community they have fervently served and entertained over several years.
Sides Singapore: Location and Concept
The fast-food chain first opened in 2021 and currently has five outlets in the UK, with Sides Singapore as its first overseas outlet. Sides’ Singapore outlet can be found on level three of Bugis+, and opens today (June 5). The decor is hip and on theme for the streamer-influencer collective.
Menu Highlights: Nashville Chicken and Burgers
Fried chicken is the focus here. Sides Singapore offers both Nashville chicken tenders (S$10.50) and Nashville chicken wings (S$10.50). You also get to choose your spice level, from level zero (“classic”) all the way to level three (“Nashville hot”). As for the burgers available at Sides Singapore, the classic burger (S$12.90) was rather run-of-the-mill, but the ultimate Nashville burger (S$12.90) was quite solid. Compared to the former, the ultimate Nashville burger came with richer flavours from the seasoning, and was crunchier and juicier — the slaw and pickles also introduced a nice bit of contrast.
Unique Sauces and Milkshakes
If you’re one of those who enjoy a saucy fried chicken feast, Sides Singapore offers a huge range of nine sauces. You can expect timeless favourites such as the piquant buttermilk ranch and fragrant garlic mayo, but you can also put your tastebuds to the test with the eyebrow-raising chocolate BBQ. The sweet-savoury concoction wasn’t too weird: The chocolate’s sweetness blended decently into the BBQ sauce, while the inclusion of chocolate notes actually slightly reminded us of the glaze on the local coffee pork ribs’ zi char staple.
Those looking for thirst-quenchers can also try the milkshakes on Sides Singapore’s menu, which included flavours such as salted caramel (S$9.90) and chocolate brownie (S$9.90). These would do the job perfectly for anyone who wants something decadent and creamy.
Pricing and Menu Data
- Nashville Chicken Tenders: S$10.50
- Nashville Chicken Wings: S$10.50
- Ultimate Nashville Burger: S$12.90
- Classic Burger: S$12.90
- Milkshakes (Salted Caramel / Chocolate Brownie): S$9.90
Other Global Influencer Success Stories
A massive wave of content creators is now investing their wealth into value-adding brands. For instance, Kayla Itsines from Australia enjoys 12.6 million followers and is now a well-known businesswoman running her fitness company Sweat and making millions. Huda Kattan is another name that owes her success to social media; she founded a cosmetics line called “Huda Beauty” in 2013 and was listed on Fortunes 40 under 40. Additionally, Italian fashion influencer Chiara Ferragni has chosen to join the Hublot family as a brand ambassador, representing the businesswoman she has become.
