After his "Tout Bien" beer, Belgian YouTuber Average Rob launches his own frietkot "La Patate"
- François Remy
- 10 hours ago
- 4 min read
Content creator Robert Van Impe, alias Average Rob, has partnered with seasoned entrepreneurs and investment funds to launch a new "frietkot" (fry shop) concept. Despite its unassuming name, the ambition behind the "La Patate" brand is clear: to re-establish the traditional frituur model in the heart of prime urban locations.
"I breathe frietkot culture, I promote it everywhere I go, and I eat there almost every Sunday evening with my family," shares Average Rob, with the solemnity of a Knight of the Golden Cone – an order founded by the National Union of Fryers (Navefri). Eager to do his part, the content creator is embarking on a crusade to "promote our national pride" through his own fry shop, La Patate.
The inauguration of the first establishment is set for May 8th on De Keyserlei in Antwerp, in the immediate vicinity of the Central Station. This project marks a new milestone in the diversification of the business activities of Robert Van Impe – the man behind the mustache of the online persona – and relies on a partner structure already involved in the success of Tout Bien Pils.
A model based on "AAA" locations
La Patate's strategy is based on a paradox in the current market: while the Belgian fry is a pillar of national culinary heritage, authentic fry shops tend to abandon city centers in favor of international dining concepts or burger chains. To counter this trend, the brand exclusively targets high-traffic, so-called "Triple A" locations. The brand's rollout is expected to follow a rapid growth curve. Following the Antwerp opening, two additional branches are programmed for 2026.
Growth objectives: 20 points of sale within 4 years
It remains to be seen in which cities they will establish themselves; from Bruges to Liège, by way of Brussels or Leuven, the possibilities remain vast despite our country's small size. In the medium term, the development plan provides for the opening of 20 establishments across Belgium within a four-year period. Once this national network is consolidated, the founders envision international expansion, leveraging the label of Belgian authenticity to export the concept beyond national borders.
From Solucious project manager to General Manager
Operational management is led by Eline Biesmans as CEO. This former foodservice project manager at Solucious (Colruyt Group), who also spent time at retailer Lidl Belgium and the sustainable communication agency BigTrees, can count on the support of a solid consortium.
Key partners include Gilles Mattelin and Jorn Vanysacker, entrepreneurs behind several commercial successes; Green Park Investment Partners, an investment fund specializing in supporting high-growth SMEs (similar to the Hawaiian Poké Bowl chain and Barouche pitas); and the MTM Group, a Ghent-based hospitality player already managing ten establishments.
While the project backers have not disclosed their financial involvement in La Patate, the breakdown of the €500,000 initial capital of the company (founded in June 2025) shows the following shares: Robert Van Impe (25.71%), Gilles Mattelin (25.71%), Jorn Vanysacker (5.71%), and an unincorporated entity linked to Green Park Investment (42.86%).
The fledgling "frietkot" brand also intends to turn to Average Rob’s community and fans of "the most Belgian thing found in Belgium" to raise an additional €500,000 through crowdlending, according to De Tijd.
An offering centered on the fundamentals
Regarding the product, La Patate has opted for a concise and segmented menu, excluding diversification products (such as pasta or salads) to focus on industry standards. The fries are cooked in beef tallow and accompanied by "homemade" preparations for the main dishes (beef stew, meatballs in tomato sauce, vol-au-vent).
For the snack segment, the brand has established supply agreements with market leaders such as Mora and Vanreusel. This positioning aims to guarantee product consistency while capitalizing on the visual and gustatory codes of the traditional neighborhood fry shop.
🌶️ Beer and fries: a profitable pairing?
Lest we forget, this is not the first brand born from the quirky yet accessible world of Average Rob. In 2021, Rob and two entrepreneur friends – Gilles Mattelin and Emiel Huughe, a marketing expert at the Ghent-based startup Henchman – launched a "simple" blonde pilsner, described as "very Belgian": Tout Bien. The range has since expanded to include a red version and a non-alcoholic variant. This drink dares to compete on the home turf of Jupiler, the leading alcoholic benchmark that is inseparable from "snack & fry shop" occasions, according to The Cube, our proprietary data model.
The Tout Bien "brewery" (the beer actually originates from the vats of Belgium’s number two brewer, Martens) remains a growth-phase company at this stage – financially fragile and dependent on its investors. With a loss exceeding €220,000 in 2024, the company spends significantly more on production and sales than it generates in revenue. This is typical of startups that prioritize growth and visibility over immediate profitability.
Without intervention, Tout Bien would be technically bankrupt. Its balance sheet showed losses for two consecutive financial years, forcing the directors to justify the continuation of the venture. Robert Van Impe and his partners demonstrated proactivity by focusing on "the search for additional turnover," "funds raised during 2024," and a capital injection.
Tout Bien didn't just generate hype; it thrived on investor confidence. The Limburg-based Martens brewery injected €300,000, and a roster of high-profile Belgian figures (BVs) joined the shareholders: Marc Coucke (personally), Lotus Bakeries CEO Jan Boone, Hubo Chairman Erwin Van Osta, and more.
