Flux, the most popular burger joint in the north has now opened its second location in the pedestrian zone of Ettelbruck. With this move, the young, dynamic team at Flux Burger is taking a big step toward a major expansion.
In the north of the country, Flux Burger at the gas station in Hierheck has been a well-known name for many years, almost synonymous with the best burgers around. Also people from the center and south of Luxembourg, who often head to the Lac de la Haute Sûre on weekends, regularly make a stop at Flux Burger.
Now, burger lovers no longer have to travel so far north to enjoy the diverse creations from the Flux kitchen.
“I always wanted to open a diner. During visits to the USA, I loved trying the American-style burgers in diners. There was nothing comparable here. Since my father had some available space at his gas station, one thing led to another,” recalls Gregory Reinertz, the founder of Flux Burger.
Ettelbrück in Burger Frenzy
The opening of the new location in Ettelbrück on July 20th was a big hit: 500 free burgers, fries, and drinks for the first visitors, along with a prize wheel featuring the cool Flux Burger merchandise, created in collaboration with Tee-Shirt Nerds. From 12:00 to 17:00, people lined up non-stop to grab one of the coveted burgers. The usually sleepy pedestrian zone of Ettelbrück surely had not seen such excitement in a long time.
“We acquired the space back in 2019,” Gregory explains. “Unfortunately, the lockdown, supply chain issues, and rising food prices delayed us. I’m thrilled that everything has finally worked out and we can open our second location!” He sees the Ettelbrück location as a great opportunity to bring back life and entepreneurship tot he town.
The new location is also visually striking: the walls were decorated by Luxembourg artists Raphael Gindt and Daniel Mac Lloyd in a vibrant street art style. The atmosphere matches the young and trendy energy of the company.
High-Quality Fast Food
Don’t be fooled by the fast-food image; quality is key: “We make almost everything in-house, from the burger patties to the sauces to our chicken nuggets,” Gregory explains. Working with local producers is also a priority: “Our beef patties come 100% from local sources, from Angus cattle in the Naturschutzfleesch program. We try to source as many other products locally as well, like our fries or some of our soft drinks like Ortea. Chicken is still a bit more challenging.”
Creativity at the Core
The name Flux means “change,” reflecting the dynamic and adaptable nature of the menu. The motto is: Build Your Own Burger! With countless combinations, everyone can create their burger just the way they like it. For those overwhelmed by all the choices, there are still the “Specials” to choose from: “Last year alone, we sold about 4000 different burgers. We used to have a new burger every day, but that became too much. Now we have five special burgers each month.”
Creativity and new ideas are the heart and soul of Flux Burger, according to Gregory. “I have a great team,” he proudly states. “Everyone contributes in their own way, and I encourage my employees to bring in suggestions and ideas.”
FLUX WORLDWIDE
In true American spirit, Flux Burger aims to become a real franchise someday. Expansion plans are in full swing, and the next location in Bour is already in the works. This will give Flux Burger an important presence in the west of the country: “Our concept has proven itself in Hierheck, we’ve set up the franchising infrastructure in Ettelbrück, and Bour will test the franchising concept. It’s important to me to prepare my employees so that I can entrust each location to them.”
FLUX Burger
107, Grand Rue Ettelbruck
Images: Charel Heinen & FLUX Burger
