McCain is attempting to bring fry-loving families and friends together with a new pop-up called McCain Happy Frydays Café, which opened its doors this week in downtown Toronto.

A 25-foot sculpture of french fries adorns the outside of the cafe, while the inside features a fully stocked condiment bar, a communal dining area and a store with a collection of limited-edition, french fry-themed McCain’s T-shirts, hats and sweatshirts.

At the spot, customers can choose from a menu of reinvented McCain favorites, such as a salted caramel milkshake with a french fry rim or some fries topped with sauces. Every Friday, from Nov. 1 to 22, the café will launch a new menu item with McCain fries, giving Canadians a reason to return, says the brand.

“McCain fries have been a part of so many cherished meals and memorable moments with loved ones. With the Happy Frydays Café, we’re bringing that same sense of joy to a whole new level,” said Matt Kohler, managing director at McCain. “This is a place for people to gather, celebrate, and get inspired to create even more golden moments with McCain at home.”

The pop-up is part of McCain’s new brand platform, “Together Is Golden,” which revolves around the idea that fries can bring people together and make their relationships stronger. The platform is consistent with the brand’s previous campaign, “Make It a Fry Day,” which tapped into the family and emotional connection that fries create to drives sales of McCain products.

For both the platform and the campaign, the brand relied on research showing that French fries are one of the most popular foods in the world, with 99.2% of people enjoying them, according to McCain.