The aim behind the new chain is to turn the humble potato and the common fast food into something good. Herman has been researching potatoes to find the best varieties that he will use for the chain and the sauces that will accompany the fries will change according to the seasons. The five first sauces are expected to be basil, pepper, truffle, bearnaise and mayonnaise.
The first shop will open in the Hague in July and four others are expected to open in the major cities of the Netherlands including Amsterdam. The chain is then set to open in Belgium (where Sergio Herman has his two star restaurant The Jane together with Nick Bril.
Herman is collaborating with Dutch designer Piet Boon on the concept. The napkins will be designed by cartoonist Kamagurka. Sergio Herman has said that eating french fries is a pleasure so why not eat them in a pleasant environment.
Client: Piet Boon Studio