Frites Artois is an experiential restaurant from Stella Artois that was created to build brand awareness in Colombia by serving up two Belgian classics—beer and fries. At the restaurant, this tried-and-true food and beverage pairing can be found alongside fusion dishes that take cues from the vibrancy of Latin America and its many flavors.
The concept is a permanent fixture in Bogotá and the beautifully custom-built restaurant serving beer and slices of fried potatoes quickly proved to be profitable. Thanks to the success of the experiential Frites Artois location in Colombia's capital city, Richard Oppy, VP of global brands for AB InBev, told Adweek, "This is going to become a global concept for sure. We’re going to look at rolling out a number of these next year.”
What's Driving This Trend
- Belgian-latin Fusion Cuisine
- Opportunity for chefs and restaurateurs to innovate by pairing traditional Belgian dishes with Latin American flavors.
- Experiential Branding Restaurants
- Creating immersive dining experiences that promote brand awareness and loyalty while also generating revenue for the business.
- Global Expansion of Regional Cuisine
- Expanding successful regional restaurant concepts globally to introduce new cuisines and drive international growth.
Who This Affects Most
- Food and Beverage
- Innovative fusion dishes and experiential branding opportunities can attract new customers and promote loyalty in the competitive food and beverage industry.
- Hospitality and Tourism
- Incorporating unique and immersive dining experiences in hotel and tourism offerings can enhance guest experiences and drive revenue growth.
- Alcohol Distribution
- Collaborating with restaurants to create unique beverage and food pairings can offer new marketing opportunities and drive sales in the alcohol distribution industry.
