How does a recent college grad turn a simple European street food into a thriving six-location brand in the heart of New York City? Annalee Schlossberg, founder of Bel Fries, reveals the strategy behind her fast-growing french fry empire. Inspired by the "frit shops" of Belgium, Annalee didn't just copy a concept—she perfected it for the American market with 16 artisanal sauces and a clever business model.
This episode is a masterclass for any entrepreneur on how to adapt, pivot, and scale intelligently. Annalee shares candid insights on:
- Overcoming the high overhead of a brick-and-mortar store by expanding into food trucks and pop-ups.
- The critical cash flow lessons she learned from opening two locations at once.
- Hiring key team members to transition from a hands-on operator to a strategic CEO.
Her plan to become the "new Auntie Anne's" by franchising fry kiosks in malls nationwide.
Annalee Schlossberg’s Links:
- Website: https://bel-fries.com/
- Instagram: https://www.instagram.com/bel_fries/
- LinkedIn: https://www.linkedin.com/in/annalee-schlossberg-0562051a9
Visit Bel Fries:
- Locations: Bel Fries operates a brick-and-mortar store in the Lower East Side, along with various pop-ups, food trucks, and kiosks in locations like the Turnstyle Underground Market, Bryant Park, and the High Line.
What You’ll Learn
- How to adapt a simple European food concept for the American palate by expanding sauce options and adding meal components.
- Why pivoting to lower-overhead models like food trucks and pop-ups can be a solution to the high costs of a brick-and-mortar location.
- How to leverage a flagship store with a full kitchen as a central commissary to support multiple smaller locations.
- The critical lesson of managing cash flow and the danger of scaling too quickly without the revenue to support it.
- The importance of building a support system, such as hiring a Director of Operations, to shift your focus from daily management to strategic growth.
- How to create a "barrier to entry" for copycats by being the first to market and telling your brand's story widely and clearly.
- Actionable advice on finding mentors by talking to everyone and anyone until you find someone who connects with your vision.
00:00 – Meet Annalee Schlossberg, Founder of Bel Fries
01:34 – The Concept: Bringing European Fry Shops to America
02:30 – What Makes Fries "Belgian" Not "French"
05:18 – From One Store to Six Locations in Fi
Welcome to The Bottom Line – the real talk podcast about restaurant profit and growth. Each episode, we explore the decisions, systems, and stories behind the most successful food businesses out there in the market. No fluff. No hype. Just real operators, real challenges, and real advice from people who know how to get results. Let's get to The Bottom Line.
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