Why the Belgian fry shop matters more than ever: insights from recent research

The Flemish fry culture continues to evolve, but one thing becomes increasingly clear: the frituur remains the number-one place where people prefer to enjoy their fries. A recent study shows that two out of three Flemings (66%) believe that the best fries come from the fry shop, double the percentage from twenty years ago. This notable shift highlights the importance of quality, experience and craftsmanship in the sector.

This article is based on reporting from 🔗 VRT NWS, written by Nils Schillewaert and Alexander Dumarey, and on data from research by the Vlaams Centrum voor Agro- en Visserijmarketing (VLAM).
The study was conducted by 🔗 iVOX, via an online survey of 400 Flemings and a quantitative study of 1,000 people aged 18 to 65.

The fry shop as a culinary symbol of Flanders

The Flemish fry is an iconic cultural staple, but trust in the fry shop as the place for quality has increased remarkably.

Twenty years ago, only 34% of Flemings believed the best fries came from the fry shop. Today that number is 66%. This rise not only confirms the strong position of the frituur but also the importance of skilled preparation and consistent quality.

Visit frequency is rising as well:

• 55% of Flemings visit a fry shop at least once a month (vs. 45% twenty years earlier).
• 22% go weekly.
• The share of people who never go dropped from 9% (2022) to 6% (2024).

For fry shop owners, this trend is clear: customers come more often and with a stronger expectation of the typical frituur experience.

Peak moments remain predictable: Fridays to kick off the weekend, or right after returning home from a long trip.

What does Flanders order the most?

The classic combination remains king: fries with salt, mayonnaise and a frikandel. But the research also reveals interesting rankings.

Most popular snacks

1. Frikandel/Curry sausage 31%
2. Satay 19%
3. Bicky Burger 16%
4. Meatball 10%
5. Viandel 9%

Most popular sauces

1. Mayonnaise 45%
2. Tartar sauce 22%
3. Stew sauce 18%
4. Ketchup 12%
5. Joppie sauce 11%

Preferences remain classic, with a slight shift toward more varied sauce options.

What these trends mean for modern fry shops

The results confirm what we see daily with Unipage customers: the overall experience in the frituur is becoming increasingly important.
People choose consciously for quality, speed and consistency, and technology plays a vital role in enabling this.

1. Efficient ordering = faster service

Kiosks, webshops and mobile apps enable faster, error-free ordering, especially during peak hours.

2. Transparency and clarity

Digital menus and signage ensure clear communication, accurate pricing and shorter waiting times.

3. Automation reduces workload

A well-integrated system (POS, kiosk, webshop and kitchen display) makes a massive difference during rush periods.

4. Stronger customer relationships

Automatic updates, push notifications and live order statuses keep customers well-informed and engaged.

The rising popularity of the frituur shows that the sector is thriving. Modern tools amplify this momentum and help fry shop owners meet the increasingly high expectations of their customers.

Sources

• VRT NWS article: “2 op de 3 Vlamingen vinden dat je voor échte, lekkere frieten in de frituur moet zijn” by Nils Schillewaert and Alexander Dumarey, published on 7 November 2025.  Link: https://www.vrt.be/vrtnws/nl/2025/11/07/week-van-de-friet/
• VLAM research, conducted by iVOX among 400 online respondents (representative sample) and 1,000 Flemings aged 18–65.