Thierry Peeters with two of his dishes
IKEA
About a year ago, Thierry encountered a similar concept in Berlin, and from then on he's been working on his own idea. "We consciously chose to keep it simple. Large photographs of the dishes on the wall, and the products on display in front of them. Customers can grab the exact quantity they need for one or more dishes. That way you prevent anything being thrown away later. What Ikea does with furniture, we do with food."
Large target audience
So far, HNGRY has been doing well. "Fortunately we get a lot of attention from the press, and many people are coming out of curiosity. When they realize what's being sold here, they react with enthusiasm. We already have a regular client base, and on Saturdays, between 500 and 600 people come here on average. In the summer, we would like to double that figure." His target audience is broad. "Three years ago, I had a brasserie, and I know what 'ordinary' people like. Everyone is welcome here. Nowadays there are many new concepts targeting a niche, like local or organic. That attracts the foodies, but I believe the majority just wants fresh quality products."
The fruit and vegetables are purchased at a fresh produce wholesaler from Antwerp. "We focus on the seasons. At the moment, we're offering dishes with winter vegetables." The idea of picking up a packet with food isn't new in itself. "A lot of food packets are being sold these days. For instance, people can get a subscription, and these can also be delivered to the home. A subscription sounds convenient, but still I see more and more people want to decided what they will eat on the day itself. There are new menus available weekly, and it's a good way to get to know new products." Thierry isn't afraid that others will copy the concept. "I think it would actually be a good thing, that would be a sign that it's a success."
Simple
The concept is still under development. "Every week, I evaluate what's going well, and what we could possibly change. The idea is that it won't become a mixture of all sorts of concepts here, such as a coffee bar and a small supermarket. No, people come here for tonight's meal: it's as simple as that. I want to reach the point where people think of HNGRY at the right moment. Not too much thinking, just choose from the menu, pack and start cooking. This is a new trend, and I want to lay the foundation for a new cooking hype. We're making it simple for people, and I believe in it!"