Wahlburgers Inks Multi-Unit Deals Across Seven States

Mark Wahlberg (yes, that Mark Wahlberg) thinks his growing chain has what it takes to compete with some of the biggest better-burger brands around.

Wahlburgers, the gourmet-burger chain founded by the Wahlberg brothers, is rapidly expanding. The Boston-based chain has signed agreements with five franchise groups to open 30 new restaurants in seven states: Massachusetts, California, Georgia, Michigan, Ohio, North Carolina and South Carolina.

Today, the chain has only seven open restaurants. The new agreements bring the total number of restaurants set to open over the next five to seven years to 118. The cities that will get Wahlburger locations include: Atlanta and Savannah, Georgia; Los Angeles; Charlotte, North Carolina; Cleveland; Detroit; Charleston and Myrtle Beach, South Carolina; and greater San Francisco.

Wahlburgers is competing with other better-burger chains, such as Shake Shack, Fives Guys and Smashburger. But it has a unique advantage over those chains: Wahlburgers is the subject of an Emmy-nominated realty-TV show, which was recently approved for two more 14-episode seasons on A&E. Opening a restaurant might seem like an odd choice for Mark and Donnie Wahlberg, who are best known for their acting and singing (never forget Marky Mark and the Funky Bunch and New Kids on the Block). But the lesser-known Wahlberg brother—Paul—is a classically trained chef who has been in the restaurant industry for more than 30 years.

The restaurant features a full bar with craft beer, wine and liquor, and menu items such as the O.F.D—a half-pound beef burger with house-made tomato jam, bacon, Swiss cheese and sautéed mushrooms—and sandwiches like the crispy haddock, which features seasoned panko-breaded haddock fillets topped with lettuce, tomato and balsamic tartar sauce.