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Lisette, or “Granny”, as her grandchildren call her, used to make the absolute best mashed potatoes. The kind you never forget. Her grandsons agreed—they’d go over to her place for dinner every week. Like so many grandmothers, she was a fantastic cook, but what was she really best at? Making mashed potatoes.
But as is often the case, those memories fade. You get older, move away, and suddenly you’re no longer eating your grandmother’s mashed potatoes. The brothers were living together in a dorm, eating fast food more and more often, and suddenly realized: Granny’s mashed potatoes? We don’t eat those anymore. And that’s a shame.
That’s where the idea started. They wanted to bring that feeling back—that nostalgia, that sense of coming home, that warm meal from Grandma’s kitchen. So, a year and a half ago, they decided to put Granny’s mashed potatoes back on the table—but with a modern twist. The result was Pureto.
From dorm-room idea to business: Pureto takes shape
The brothers had no experience in the food service industry. They could barely fry an egg, let alone serve a full-fledged meal. But they had one goal: to create a plant-based version of Grandma’s mashed potatoes, so that everyone—from vegans to meat-eaters—could enjoy the dish.
They tinkered with recipes, found a partner kitchen in Antwerp that was willing to work with them despite their small production volumes, and developed three mash flavors: classic potato, carrot, and spinach.
But mashed potatoes alone aren’t a concept. That’s why Pureto was built around a bowl of mashed potatoes topped with meat or plant-based alternatives, various sauces, and extras like bacon bits or parsley. Comfort food, but visually appealing and flavorful, tailored to the fast-casual generation.
Testing, experimenting, going all out: the food truck phase
The first test? A small market, last minute, through Gentrepreneur. No equipment, no experience, but plenty of enthusiasm. Family members were called in, kitchens were emptied, and microwaves were brought along. And it worked: 100 bowls sold, tons of great feedback.
Their big dream of owning their own restaurant wasn’t financially feasible yet, so the next step was a food truck. They designed one themselves, impulsively ordered it from China (which they later deeply regretted), and took risks. Lots of risks. The truck arrived just in time for their first festival season.
They reached out to dozens of festivals. “Something different than fries or burgers? Yes, please!” Soon they had twenty confirmations, including Paradise City. The food truck became their springboard.
The power of TikTok
Their first video, posted on Christmas Eve 2023, racked up 80,000 views. Pureto went viral. In no time at all, they had 20,000 followers on TikTok. Young people recognized them at festivals. And suddenly, they weren’t just “those guys with mashed potatoes”, but a brand.
So many requests followed that they soon bought a second food truck (this time not from China). In 2024, they participated in 71 events, generated €430,000 in turnover and proved to themselves, the market, and the bank that they were ready for their first brick-and-mortar location.
From food truck to restaurant
In February 2024, they opened their first location on Walpoortstraat in Ghent. They focused heavily on simplicity and scalability: standardized portions, dummy-proof appliances like a pre-programmed combi-steamer, and teams of students who could run the place smoothly without expensive chefs.
Even the food costs were optimized with measuring spoons and ice cream scoops: efficiency is everything.
Their most popular item? The “Build Your Own” at the kiosk, where customers choose their own mash, topping, sauce, and extras. It accounts for three-quarters of all orders.
What’s next?
In September, they’ll open two new locations: one in Leuven (Tiensestraat) and one in Bruges (Eiermarkt). From a student city to a tourist hotspot: Pureto keeps growing. The goal: three new locations every year, aiming for fifteen in five years.
Recently, they raised €300,000 in just 26 minutes through a WinWinner campaign, supplemented by €900,000 in bank financing. This will fund the next four locations. Pureto is building a chain, step by step.
What did they learn? “You have to go through hell first before things turn out right.”
They share their journey without holding back. “First, working incredibly hard without seeing any results. Sleepless nights. Giving it our all.” But also: planning smart, thinking big, and daring to believe it’s possible.
Their biggest tip? “Just pick up the phone.” Don’t dream, don’t wait—take action. Suppliers, partners, coaches… picking up the phone often opens more doors than you think.
Pureto is no longer alone in the mash
Today, the team consists of permanent staff and students. Their operations manager, food truck manager, restaurant manager, and marketer, together with the brothers, form a team that runs on passion, guts, and lots of love for mashed potatoes.
And all of that… thanks to Granny.
