Frydate, an ambitious fryer concept, was born out of the desire to develop a scalable fryer model that would conquer the Belgian market. The founder aimed to redefine the traditional fryer experience by introducing homemade snacks and sauces. The initial rollout begins in 2023 in Knokke, with plans to open 20 locations throughout Belgium.

The design team of 5AM, in collaboration with SKINN, was tasked with creating both the branding and spatial identity of this unique concept. The goal was to maintain the recognizable fryer experience, upgrading traditional elements to a contemporary version, a kind of fryer 2.0. Authentic materials, such as wood, were reused to find a balance between quality and accessibility, without losing the authenticity of a fryer.

A crucial challenge for the team was managing the customer flow throughout the entire customer journey in the 450m2 restaurant. Due to the various ordering options, including at the counter, via screens, app, or QR code, an in-depth analysis was conducted using personas to create the ideal flow.

Central to the restaurant is the fryer with the canopy under which you can order in person. Although the customer had a wide range of ordering options, maintaining personal contact with the fryer was essential. A nod to the details of the project was also important. For example, the design concept was inspired by the machine used to cut fries. The square cutting pattern is prominently featured in ceilings, tables, and canopies. Even the lighting, which shines through booster ceilings, is a nod to the fries being pushed through the grill.

The choice of black Dekton Sirius from Cosentino was driven by practical considerations such as scratch resistance and ease of maintenance, but the deep black color of the Cosentino worktop was also an important factor in the decision-making process. Where with another material you would quickly see color differences or fingerprints in the kitchen and on the tables, 5AM is confident that the color will remain uniform with Cosentino.

The material was initially mainly used in the kitchen, but after the customer became more familiar with it, it was also used in the restaurant for custom-made tables, benches, and fixtures. Elements such as the 'table d'amis' and mitered tables were all self-designed by 5AM and gave the interior a unique look. The combination of Cosentino materials with the authentic concept proved to be a successful mix of quality and accessibility.

With the Frydate concept in Knokke as a successful example, the future looks promising for further expansion and growth of the innovative concept. The right balance between traditional elements and contemporary execution has positioned Frydate as a distinctive player in the Belgian fryer market.