B'Sweet Donuts opens in Esch

Following its success just a few steps from Luxembourg's central station, B'Sweet Donuts is opening a second shop in Esch-sur-Alzette on Saturday 8 October, six months after the one in the capital.

It was hard to miss the last spring: a line of several dozen people had formed to taste the popular donuts of the new gourmet shop in the Gare district, thanks in particular to a well-run marketing operation during the preceding days.

After a memorable opening, the B'Sweet shop in the Gare district of Luxembourg has not ceased to attract lovers of guilty pleasures. (Romain Gamba/Maison Moderne/Archives)

The shop remains very busy seven months after its launch, the B'Sweet brand created by Ellias El Tahiri has figures that clearly reflect a "sugar rush": more than 140,000 doughnuts sold, event orders of up to 1,500 units, a two-hour sell-out on National Day, partnerships with Orange Luxembourg for the "Boom" campaign and Wedely for deliveries

With such a dynamic and trendy urban image, it's not surprising that B'Sweet is tackling the south of the country. Its new shop will open its doors in the middle of Rue de l'Alzette this Saturday 8 October in Esch. "I was told that I was brave to open such a business in the current context," confides Ellias. "But we had a clear vision of what we wanted to do, courage and flexibility. It paid off. We see that our mission to bring people, families, and communities together around a box of good donuts speaks to our customers."

Since the opening of the shop in the Gare district, B'Sweet's donuts have been snapped up like hotcakes. (Romain Gamba/Maison Moderne/Archives)

At this new shop, foodies will be able to find the brand's best-sellers (Salty Caramazing, Strawbueno, Pistaberry, Mucho Pistachio, Buenissimo...), but also a special edition Esch2022 donut and a new product that’s halfway between a croissant and a donut. The opening event on 8 October will feature DJ entertainment and giveaways to energise the crowd. Ellias El Tahiri concludes, "What pleases me and shows that we have done things right is that word about B'Sweety is spreading little by little!