Smorgasburg Founders Taking Over the Lutze in Jersey City with ‘Smorgasbar’ Concept

The founders of America’s largest open-air food market, Smorgasburg, just announced that they are coming to Jersey City and taking over the Lutze. Originally in Brooklyn, attracting 20,000-30,000 people every weekend, Smorgasburg has expanded to pop-up locations throughout the country, with the founder’s latest venture coming to Chilltown as ‘Smorgasbar,’ a permanent Jersey City location. Read on to learn what we know about Smorgasbar, taking over the Lutze Biergarten, and how the founders made their way to Jersey City.

{Photo credit: @smorgasburg}

We got the exclusive last week that the Smorgasbar project has been in the works for a while now. As of right now, the opening will take place sometime in mid-June and will be open six-seven days a week as a Biergarten, with pop-up food vendors on weekends.


{Photo credit: @smorgasburg}

While the market is known for being an epic variety of food vendors together for a unique experience, the Biergarten will be at the forefront of the Jersey City location, emphasizing unique brews and drinks in the spacious indoor and outdoor space.

Food enthusiasts, don’t fret, the market will stay true to its name and the founders hope to curate an awesome group of vendors from startups to seasoned chefs some weekends from Friday – Sunday, including some of the OG Smorgasburg vendors. During the week, food will be available via a single vendor {details to come}.

In addition to Smorgasbar, the owners are also opening an outdoor Smorgasburg market on Saturdays at the parking lot at 195 Hudson Street starting May 29th. 

the lutze sign harborside

Loyal Lutze-goers, the new owners reassured us that the format + design of the Lutze will not be changing much and patrons can expect similarities in the newly-owned venue at this time, starting in mid/late June. However, the experience overall will certainly be different and will boast good food, drinks, live music, and events! Oh, and in case you were wondering, the slushie machine stayed {hello frozen drinks!}.

See More: These NJ Breweries Are Serving Free Beer After Your 1st COVID-19 Vaccine

Smorgasburg founders Eric Demby and Jonathan Butler created the Smorgasburg concept and have grown it to the largest outdoor market in the United States.

Now with day-to-day, Eric oversees the markets’ brand, daily operations, and curating of vendors as they have grown to become New York City’s largest public market. Aside from co-founding the Smorgasburg market, Jonathan is a Brooklyn-based entrepreneur and also founder of the real estate blog He also co-founded the popular Brooklyn Flea.

“Jersey City is really unique. We’ve opened in a lot of new locations in our 14 or 15 years — and it’s always challenging, but it’s been quite easy in New Jersey,” Eric shared with Hoboken Girl.

Fun fact – Jersey City’s Bread + Salt {who just received national acclaim from Food & Wine as one of the best places to get pizza in the country} started out at their beer hall in Crown Heights.

“It [Jersey City] really feels really familiar, people know about us, built-in excitement — the ease of that is very enticing. We really like it here,” Eric explained. “We’re excited to make new friends here, and that view should not go unutilized.”

Smorgasbar is hiring, so stay tuned to our jobs platform for a General Manager position as well as others.

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Written by:

Victoria is HG's Associate Editor and Social Media Coordinator for the Hoboken Historical Museum + Fire Department Museum. She is a fourth-generation Hoboken native, BNR in the Mile Square, and Jersey City. Through playing softball in town for fourteen years, playing the trumpet for the Hoboken High School Redwings Band, and graduating from New Jersey City University, these two cities have a special place in her heart. When she isn’t Style Assisting or volunteering at Symposia Bookstore, she’s exploring everything the Concrete Jungle has to offer. You can catch her at art exhibitions, local festivities, traveling, diving into a new book, thrifting, or indulging in some form of arts and crafts.