Serge prepares for a tough battle to save his fry shop against big fast-food chains: "We are not fighting on equal terms"

McDonald's is intensifying its expansion across Belgium, moving beyond major Flemish cities to establish a significant presence in more rural areas. The fast-food giant currently operates 130 restaurants in the country and aims to open at least 150 more, a move that is sparking debate and opposition in many communities.

While some McDonald's projects have been blocked by legal challenges, others are proceeding despite local resistance. Critics argue that the chain represents a form of globalization that threatens the unique identity of communes, their local fry shops, cafes, and commercial fabric. However, the brand is not universally opposed; in Torhout, West Flanders, over 500 residents signed a petition supporting its establishment, citing job creation, a broader dining selection, and a needed social hub for youth.

The expansion is forcing a confrontation between different visions for rural Flanders and its dining landscape, raising concerns about the future of small, independent fry shops. In Sint-Pieters-Leeuw, for instance, a local fry shop owner expresses pessimism about competing with the fast-food giant.

Serge, who has operated his "friterie" for twenty-four years, feels the playing field is uneven. "We are not fighting on equal terms," he states, highlighting the challenges faced by small businesses as large chains multiply their openings, even in areas where the traditional "fritkot" (fry stand) was once a cornerstone of local life. He notes that while large chains have standardized offerings, local fry shops offer a personalized experience tied to taste, atmosphere, and community connection.

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We are not fighting on equal terms.