The purpose of the article is to implement a holistic concept namely Quality by Design (QbD) approach for assessment of deep frying of potatoes chips. Critical quality attributes (CQAs), critical process parameters (CPPs) and quality target parameters (QTPs) were identified and measured all along the chips processing chain in 98 independent experiments. Temperature, time and oil quality usually used in the food industry were applied. Multilinear regression (MLR) was conducted to identify the variables (CQAs and CPPs) that could explain variation of the QTPs. An aggregation of significant QTPs was also performed in order to determine a single value that could express final products quality coupled to MLR analysis. It was possible to identify the main CQAs and CPPs that can explain the variation of some QTPs (colour a*, "flavour roast" sensory attribute, pentylfuran content and acrylamide content) as well as aggregated data.