London Welcomes Frites Atelier To Soho, Turning Dutch Frites Into A New Culinary Attraction For Tourists

Published on December 17, 2025

London has a brand new gastronomic landmark as Frites Atelier has opened its first UK location in London, marking its presence on Old Compton Street in the heart of Soho. The Dutch frites concept led by chefs offers a refined yet friendly food experience which enhances the appeal of London’s Soho to visitors from overseas and locals alike.

Backed by the culinary reputation of Michelin-starred chef Sergio Herman, the opening positions Frites Atelier as more than a casual eatery. It becomes a new stop on London’s evolving food tourism ma, one designed to capture theatre-goers, late-night diners, and visitors exploring the city after dark.

A Strategic Soho Location Designed for Visitors

Located at 34 Old Compton Street, the new restaurant sits at the centre of London’s West End hospitality scene. With heavy daytime footfall, a strong pre- and post-theatre crowd, and Soho’s famously vibrant nightlife, the address has been chosen with travellers firmly in mind.

Trading until 3am from Wednesday to Saturday, Frites Atelier offers flexibility that many visitors seek when navigating London’s packed itineraries. For tourists arriving from evening shows, concerts, or late flights, the extended opening hours provide a rare opportunity to enjoy a quality food experience well beyond conventional dining times.

From Dutch Tradition to Global Travel Appeal

Frites Atelier was founded in Amsterdam in 2016 by entrepreneur Laurent Hompes, with a clear ambition: to elevate Dutch potato culture into a premium culinary experience. That vision was realised through collaboration with Sergio Herman, whose three-Michelin-star background shaped the brand’s obsessive focus on technique, sourcing, and flavour.

According to information shared via the official Frites Atelier platform, the concept centres on simplicity executed with precision. Potatoes are hand-cut, sourced from a single selected supplier, cooked in a proprietary oil blend, and double-fried using a method developed by Herman and his team. The result is frites that are crisp on the outside, light and fluffy within served as the star of the plate rather than a side dish.

This refined approach has already resonated with international diners in cities such as Amsterdam, Brussels, and Antwerp. The London opening extends that global journey, giving visitors another reason to explore the capital’s ever-growing food scene.

A Menu That Encourages Culinary Exploration

The Soho menu launches with four signature Frites Specials, designed to appeal to both first-time visitors and seasoned food travellers. These include Cheddar Supreme, created as a London-exclusive seasonal offering alongside Flemish Beef Stew, Parmesan & Basil and Sea Nori.

A concise but carefully curated selection of house-made sauces, including Truffle, Andalouse, Béarnaise, and Basil Mayo, allows guests to personalise their orders. The experience is intentionally accessible: familiar flavours presented with the finesse of fine dining, making it easy for tourists to engage without needing deep knowledge of Dutch cuisine.

Complementing the food is a compact drinks list featuring beer, wine, and cocktails, encouraging guests to linger, whether before an evening out or as a final stop after exploring Soho’s nightlife.

Partnerships Supporting a Smooth UK Landing

The London launch has been delivered in partnership with the Giraudi Group and Apollo & Daphne. With decades of experience in premium produce sourcing and hospitality development, the Giraudi Group brings operational and brand-building expertise, while Apollo & Daphne supports the regulatory and legal framework required for a UK opening.

Together, the partners aim to ensure that the London site maintains the same standards that have made Frites Atelier successful across Europe, an important factor for international travellers who increasingly seek consistency and quality when choosing where to dine abroad.

Why Frites Atelier Matters for London Tourism

London is already one of the world’s most visited cities, but its food scene continues to play a growing role in attracting repeat visitors. Concepts like Frites Atelier add depth to the city’s offering by bridging casual dining and culinary craftsmanship.

Indirectly, Sergio Herman has expressed confidence that London’s appreciation for quality food makes it an ideal market for the brand. For tourists, the appeal lies in experiencing a Michelin-led concept without the formality or price point typically associated with fine dining.

As travellers increasingly build itineraries around food, the arrival of Frites Atelier enhances Soho’s reputation as a neighbourhood where global flavours, late-night energy, and culinary innovation converge. It is precisely this mix that keeps visitors exploring the city long after the sun sets.

Soho’s nightlife gets a new reason

Located in a city that is always awake, Frites Atelier has already made it an irresistible point to stroll Soho’s roads at night. To the visitors it is a comforting, though a bit upscale, European flavor treated in one of the London’s most famous area. The launch strengthens the thought that the most unforgettable traveling experiences in the capital are not discovered in the attractions and galleries only but through the simple joy of eating fried potatoes with friends until the dawn.

Image Credit: Frites Atelier