Hellman’s Is Opening a Paris-Inspired French Fry Pop-Up in NYC

One of the most iconic scenes from Pulp Fiction is the conversation between Vincent Vega (played by John Travolta) and Jules Winnfield (Samuel L. Jackson) about the differences between the United States and Europe. “I mean, they’ve got the same [stuff] over there that they got here, just there it’s a little different,” Vega says, before explaining that you can buy beer by the glass at movie theaters in Amsterdam and that Parisians can buy beer at McDonald’s. 

“You know what they put on French fries in Holland instead of ketchup?” Vega asks. “Mayonnaise. I seen them do it, man, they [freaking] drown them in that [stuff].” 

Vincent Vega was right about that: the Dutch do put mayo on their fries, as do the Belgians and the French. And according to a survey of 2,000 Americans, just over a third of us (34%) like dipping our fries in mayonnaise too, but we “feel self-conscious doing so in front of others.” 

The mayo-makers at Hellmann’s are encouraging Americans to not only get past those feelings but also surround themselves with others who enjoy that same savory combination. For one day only, on Wednesday, July 31, Hellmann’s is partnering with the Little Prince bistro in New York City for a pop-up they’re calling Le Café Hellmann’s. 

Because the Summer Olympics are about to kick off in Paris and because the fourth season of “Emily in Paris” hits Netflix next month, Hellmann’s thought this would be a great time to bring a few mayonnaise-dipped bites of Paris to NYC. The ultra-limited edition restaurant will only serve one item: French fries with a side of Hellmann’s mayo. (Le Café Hellmann’s customers can choose to dip their fries in the OG Hellmann’s mayonnaise, Hellmann’s Garlic Aioli, or Hellmann’s Plant-Based Mayonnaise — or they can go for the whole trio.) 

“With Paris on our minds this summer, we’re excited to celebrate the crème de la crème of French fry condiment pairings and treat fans to a unique experience to eat French fries the French way,” Chris Symmes, the head of marketing of dressings and condiments at Unilever North America, said in a statement. “We hope Le Café Hellmann’s transports guests to France, even if for a moment, to enjoy the delicious pairing of mayonnaise and French fries.” 

On top of those complimentary plates of Fries, guests can also enjoy the sounds of live accordion music, Kir Royale cocktails, and mocktails. Plus, the first 300 customers to drop in will receive their own Hellmann’s beret. 

Le Café Hellmann’s doesn’t accept advance bookings, but tables will be available on a first-come, first-served basis from 2:30 p.m. through 6:30 p.m. on July 31. Also: If you’re named Emily — and can show the ID to prove it — you’ll be whisked away to a special VIP section. 

After 6:30 p.m., Le Café Hellmann’s will return to its full-time identity as Little Prince. Even so, next time you stop in, they’d probably still bring you a side of mayo to go with your fries. Just don’t ask for a Royale With Cheese.