Frites Atelier, a chef-led Dutch fries concept, has launched its first UK restaurant at 34 Old Compton Street, Soho.
The launch marks the brand’s entry into the UK market and highlights its strategy of expanding into key European food hubs.
Located in the heart of Soho, the new site enjoys high daytime traffic, a busy after-work crowd, and a lively late-night scene. It will trade until 3am Wednesday to Saturday, serving both pre-theatre and late-night diners.
Frites Atelier Amsterdam was founded by entrepreneur Laurent Hompes, who envisioned elevating Dutch potato culture and transforming frites into a true culinary experience. This vision was brought to life in partnership with Sergio Herman, a three-Michelin-starred chef with a passion for frites and an uncompromising pursuit of perfection.
The first Frites Atelier opened in the Netherlands in 2016, and the brand has since expanded to major cities including Brussels and Antwerp. The London opening marks Frites Atelier’s UK debut, bringing its casual-luxury concept to the capital.
Frites Atelier delivers a sophisticated twist on Dutch-style frites, crafted using hand-cut potatoes from a single supplier, a proprietary oil blend, and a double-cooking method developed by Herman and his team, resulting in crisp, fluffy frites served as standalone dishes rather than simple sides.
The Soho menu debuts with four signature “Frites Specials”: Cheddar Supreme (a London-exclusive seasonal dish), Flemish Beef Stew, Parmesan & Basil, and Sea Nori. A curated selection of in-house sauces, including Truffle, Andalouse, Béarnaise, and Basil Mayo, allows customers to personalise their frites.
The new London site also offers a compact drinks menu, featuring beer, wine, and cocktails, designed to appeal to both early-evening diners and late-night visitors enjoying Soho’s vibrant nightlife.
The launch has been realised in partnership with Giraudi Group and Apollo & Daphne. Riccardo Giraudi and the Giraudi Group, with over 50 years of experience in premium produce supply and hospitality development, bring expertise in sourcing and brand building. Apollo & Daphne provides the operational, regulatory, and legal framework necessary for the UK launch.
“London is a city that knows food and appreciates quality,” said Sergio Herman. “Bringing Frites Atelier to Soho allows us to introduce our take on Dutch frites to a new audience and show what happens when you apply serious culinary thinking to something many consider simple.”