A "hot" start to the year for Fries & Go

For the young Belgian company, 2026 begins with a massive expansion of its fleet of machines and highly visible locations.

© FRIES&GO / INSTAGRAM

A permanent chip shop. "It's no longer simply about machines that dispense food. It's a new generation of 'cooked on-site,' with fresh, hot products, 24/7," explains Arianne Polis, co-founder of Fries & Go, the Belgian fries ready in 35 seconds flat . But cooking requires rigor: maintenance, hygiene, and quality control are at the heart of this new model. "We don't just install machines. We provide the entire operational system that supports them," she specifies , emphasizing that the priority is twofold but simple: that the customer eats well and that the operator doesn't have to worry about a thing.

Strategic visibility: from the WEX to the Atomium

The expansion strategy is equally clear: target events and high-traffic locations. Fries & Go has just announced its opening at the WEX in Marche-en-Famenne, the large multipurpose complex known as Wallonie Expo. This marks its entry into the province of Luxembourg. The public will also be able to try out the concept at the upcoming BATIMOI trade fair (January 30 to February 2).

Meanwhile, Fries & Go will be arriving in the capital. Starting next month, a vending machine will be operational in Terminal 1 of Brussels Expo, a stone's throw from the Atomium. An ideal "futuristic" showcase for this Belgian fries machine.

Growth and first recruitment

The count is ticking: 26 new machines are expected between January and February. In total, thirty or so points of sale will soon cover the Liège and Brussels areas.

To support this pace, Fries & Go activated "rapid growth" mode by launching the recruitment of a first employee tasked with managing half of the fleet, ensuring that the brand promise of crispy fries for consumers and peace of mind for the operator is kept.