Frites Atelier, the gourmet chip shop concept from Belgian three-star chef Sergio Herman, is opening its first branch outside the Benelux. Located at 34 Old Compton Street in London’s Soho district, the chain aims to attract a new international audience.
International starting point
According to Herman, the opening marks the next phase in the brand’s growth ambitions, according to Gazet van Antwerpen. “With the opening in London, we are taking an important step in our international growth. We want to share our fries with a new audience, in the heart of one of the city’s most dynamic neighborhoods.”
The choice of Soho is obvious. The neighborhood is a hub for theaters, restaurants, and nightlife, attracting a large and diverse audience every day. Frites Atelier is positioning itself there with the same concept as in the Benelux: a compact menu in a so-called “brasserie-atelier” setting, with a strong focus on design and craftsmanship.
Sergio Herman founded Frites Atelier in Amsterdam in 2016, together with co-founders. The chain now has branches in Antwerp, Brussels, and Ghent, supplemented by franchise locations in Roosendaal and now also London. The company confirms that further international expansion is on the agenda.
