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Facing the McDonald's empire, small fry shops have their arguments: "Belgians cook less than before"
🇧🇪 Belgium /Culture & Society

Facing the McDonald's empire, small fry shops have their arguments: "Belgians cook less than before"

From La Libre Belgique · () French

Translated from French, summarized and contextualized by DistantNews.

At a glance

News Sources not specified Context piece
  • Independent Belgian "friteries" (fry shops) remain stable in number despite competition from large fast-food chains like McDonald's.
  • These local establishments maintain popularity because Belgians are cooking less at home and value the unique taste and atmosphere of their favorite fry shops.
  • While market share may be declining, the overall market for quick meals is growing, allowing friteries to retain customers.

Belgium's beloved independent "friteries," or fry shops, are holding their ground against the global expansion of fast-food giants like McDonald's. Bernard Lefèvre, president of the national union of fry vendors (Unafri), asserts that the number of these small businesses has remained stable for 25 years, with 4,600 operating across Belgium.

It is precisely one of our specialties in Belgium: the cooking, the sauce, the cone... we can discuss it endlessly. It fascinates our neighbors.

— Bernard LefèvreDescribing the unique appeal of Belgian friteries.

Lefèvre explains that the enduring appeal of friteries lies in their unique Belgian specialties: the fries themselves, the sauces, and the traditional paper cone. He notes that 96% of Belgians visit a friterie at least once a year. This continued popularity is partly driven by changing lifestyle habits, with fewer Belgians cooking at home. "Why? Because Belgians cook less than before," Lefèvre states. "My grandmother knew on Monday morning what we would eat on Thursday evening. Today, how many people, at 6 p.m., still don't know what they're going to have for supper?"

In reality, our market share is decreasing, but the market itself continues to grow. Why? Because Belgians cook less than before.

— Bernard LefèvreExplaining the dynamics of the friterie market.

While friteries face increased competition from frozen foods, sushi, kebabs, and pizzas, they continue to attract customers seeking quick, last-minute meals. Lefèvre emphasizes that unlike standardized global chains, each friterie offers a distinct experience. "From Lisbon to Helsinki, a McDonald's is a McDonald's. That's the strength of the chain. But we all have a favorite friterie, because we like the cooking, the sauce, the atmosphere..."

From Lisbon to Helsinki, a McDonald's is a McDonald's. That's the strength of the chain. But we all have a favorite friterie, because we like the cooking, the sauce, the atmosphere...

— Bernard LefèvreHighlighting the personal connection customers have with local fry shops.

He believes these local establishments possess unique strengths, artisanal flavor and a sense of community, that large corporations cannot replicate. "So yes, of course, some Belgians will go to McDonald's from time to time, but they will also return to the friterie," Lefèvre concludes, confident in the resilience of Belgium's fry culture.

So yes, of course, some Belgians will go to McDonald's from time to time, but they will also return to the friterie.

— Bernard LefèvreExpressing confidence in the continued patronage of independent friteries.
DistantNews Editorial

Originally published by La Libre Belgique in French. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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