Today we’d like to introduce you to Serge Libioulle.
Hi Serge, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I am originally From Belgium. After traveling for several years, my wife, Lucia, and I settled in San Diego about 31 years ago.
I worked for UCSD for about 10 years as Director of Business Intelligence, but It just wasn’t my cup of tea. I wanted something different; to be out of a constricting office and away from reports and databases, I wanted more social interaction. We started Belgium Delights, the original name before it became The Fry Fix, after mulling over several ideas for a startup, a friend who was here visiting from Belgium, suggested we introduce Belgian fries to San Diego, starting with a farmers’ markets. The idea was wild, but possible…. So, we decided to make fries, even though we had NO idea of how to go about doing it. Of course, I grew up eating them, but making them for others? We both love challenges, so we got a license, bought a canopy, a couple of tables and friers, and started our first market. It was a disaster! it rained all day, and we were overwhelmed by how complicated it all was! But then, the following week a couple of customers came back, that was encouraging, and after that every week got better as we learned from our previous mistakes.
Other vendors were also very encouraging and thanks to their suggestions and introduction to other farmers markets, we began to expand, got better at what we were doing and started building up a loyal following.
Those first years were hard but worth it. Today, we sell about 2,000 lb. of fries a week, and thanks to our wonderful customer’s word of mouth, we enjoy recognition wherever we go, everybody loves our fries, and we still get tons of compliments! We love them!
It was a lot of work, but well worth it.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
When we started our first farmers market, 15 years ago, people thought we were crazy, because after all, fries are everywhere, right? Wrong! We believed that nobody offered the genuine, twice-fried experience that defines true Belgian “frites”. We were committed to introducing this iconic Belgian street food to San Diego. So, we persisted, one sample at the time, one customer at the time…
The response has been amazing!
Today, 15 years later, our dedication to quality and consistency has made The Fry Fix a beloved fixture in the community. We attend 8 Farmers markets around town, we have a faithful customer following, we cater special events, schools’ sports games, universities commencements and graduations, corporate events, cultural socials, weddings, birthdays…
We bring quality and fun to every gathering! because who doesn’t like fries?
As you know, we’re big fans of The Fry Fix. For our readers who might not be as familiar what can you tell them about the brand?
We make Belgian-style fries.
Our process is simple, yet authentic and precise:
* We use only Kennebec potatoes, the best potato for frying, recognized for superior starch content and flavor. We peel the potatoes, then, at the market we hand-cut them into thick, generous wedges, and fry them to order, guaranteeing freshness and unparalleled taste.
*The magic happens in the double fry. The first fry gently blanches the inside of the potato, creating a fluffy texture. The second fry crisps the outside to golden perfection. The result is a creamy melt-in-your-mouth fry with a crunchy exterior.
* And because freshness is most important, our fries are fried to order, ensuring that every batch is served in the traditional cone, piping hot and bursting with flavor, just like in Belgium!
To enhance the experience, we created a delicious aioli, a rich garlicky sauce full of flavor and character, the perfect complement to enjoy our fries even more! Beyond the exceptional quality of our fries, we also offer a range of other accompaniments: customers can enjoy them with classic ketchup, tangy vinegar, the traditional creamy mayonnaise, parmesan cheese, truffle oil, or simply savor them plain with a light dusting of salt to savor the pure potato flavor.
Satisfaction guaranteed in every bite. At The Fry Fix customers are not just buying fries, they’re investing in a delicious piece of Belgian history!
Where do you see things going in the next 5-10 years?
Today, fifteen years later, our business is thriving. It’s a testament to the power of quality, tradition, and a passion for delivering an exceptional product. We have proven that sometimes, the simplest ideas, executed with care and dedication, can achieve the greatest success. We Love what we do!
We are living proof that you can’t underestimate the value of the humble potato.
Who knows what the future will bring? Many more surprises, we hope!
Contact Info:
- Website: https://www.thefryfix.com
- Instagram: thefryfix
- Facebook: The Fry Fix
