Sides Signs Middle East Master Franchise Deal for 51 Restaurants Across Six Countries
UK hot chicken brand Sides partners with Element F&B to develop 51 restaurants across six Middle Eastern markets, starting with Egypt and Kuwait in 2026.
British hot chicken brand Sides is accelerating its international expansion with a major master franchise agreement covering six Middle Eastern markets. The partnership with Element F&B for Restaurant Management ??????????????? the development of 51 restaurants across Saudi Arabia, Kuwait, Bahrain, Egypt, Qatar and Oman, marking one of the brand's largest franchise agreements to date.
A Six-Country Franchise Development Strategy
The agreement will bring Sides into six markets through a regional partnership with Element F&B, a company owned by Eyad Al-Kharafi and part of Al Kharafi Group. The first restaurants are scheduled to open in Egypt and Kuwait in 2026, with further market entries planned as the development progresses.
The partnership provides Sides with an experienced regional operator to support its expansion. Al Kharafi Group, founded in 1952, is a diversified Middle Eastern conglomerate with operations spanning more than 25 countries. The group was also one of the founding partners of Americana Group, the regional foodservice company associated with international restaurant brands such as KFC, Pizza Hut, Hardee's, Krispy Kreme and TGI Fridays.
Eyad Al-Kharafi identified the opportunity to introduce Sides to the Middle East and led the partnership from its initial stages. Muneera Al-Kharafi will oversee restaurant management and operations for the regional venture, with a focus on implementing the franchisor's operating procedures and maintaining consistent standards across the network.
Sides Builds on Its International Franchise Expansion
Founded in the United Kingdom in 2021 by the Sidemen, a popular British YouTube collective, Sides specialises in hot chicken and fast-casual dining. The brand aims to establish a distinctive position in the competitive quick-service restaurant sector through its food offering and strong digital identity.
The Middle East agreement follows the brand's international debut in Singapore in June 2025, where it has since opened a second restaurant in Sentosa. Sides has also announced expansion plans involving India and Malaysia, alongside further development in Saudi Arabia, including a planned location in Riyadh.
For the Middle Eastern markets, the 51-restaurant agreement represents a significant development opportunity for the brand and its local franchise partner. The planned rollout across six countries will allow Sides to establish a broader regional presence while building on its experience in international markets.
With its first openings expected in Egypt and Kuwait in 2026, the partnership marks a new stage in the international development of the British restaurant brand and highlights the continued role of master franchising in bringing international foodservice concepts to Middle Eastern markets.
Middle East Franchise Editorial Team