Chef Gonxxalex opens Flatbelgel, El Colmadito ventures
Puerto Rican chef and influencer Alex García-González, better known as Gonxxalex, has launched two ventures in Arecibo that combine digital reach with local food culture — the Flatbelgel restaurant and El Colmadito de En La Madre store.
The projects mark the first physical expansion of his En La Madre brand, known for its line of Puerto Rican seasonings and culinary products.
Located at 129 Gastropark in Arecibo, Flatbelgel introduces what García-González calls the island’s first flatbread burger concept. The restaurant reimagines the traditional “smash burger” by offering a thinner, crispier version with a Puerto Rican twist.
“Beyond the smash, the presentation and fusion of flavors at Flatbelgel create a distinct experience,” he said. “We wanted to offer something different, fun and with a Puerto Rican identity.”
Flatbelgel’s menu includes eight flatbread burger varieties, fries seasoned with En La Madre blends, milkshakes, churros and kid-friendly options. The ventures required an $85,000 investment and generated 16 jobs. The restaurant operates Thursday through Sunday starting at 11 a.m.
“Social media has opened doors for me to continue expanding my projects,” said the chef, who has more than two million followers on Facebook, YouTube and Instagram.
“Today I celebrate with my community the launch of Flatbelgel, a concept where we use En La Madre seasonings as an essential part of the recipe,” he said.
Next to the restaurant, El Colmadito de En La Madre is the brand’s first retail store, offering seasonings, coffee and kitchen accessories.
“Our customers were asking for a space where they could get our products directly, and today that dream is a reality,” he said. “We hope El Colmadito will be the first of several stores throughout Puerto Rico.”
En La Madre products are also sold online and at the Hecho en Puerto Rico store in Plaza Las Américas, where they hold the top spot in sales, according to García-González.
With the new openings, García-González brings his digital brand into a physical space that highlights Puerto Rican culture through food and community.
“Every day people write to me wanting to try my seasoning; now they can do it in person and share their experience,” he said.
