Wahlburgers Maps Out Expansion Strategy for 2027 Season
The celebrity burger chain adds 10 new outlets in 2026 and outlines partnership-driven growth heading into the new year.
Wahlburgers, the burger brand co-founded by actors Mark and Donnie Wahlberg alongside their brother Chef Paul Wahlberg, closed out 2026 with notable expansion activity, adding 10 new locations to its portfolio during the year. The new outlets reflect a varied format strategy, encompassing traditional full-service restaurants alongside other venue types, according to an announcement made in Las Vegas.
The company signaled that its 2027 growth roadmap centers on cultivating new franchise and commercial partnerships while continuing to deepen ties with existing operators. The dual-track approach suggests the brand is pursuing scale without abandoning the relationship-driven model that has underpinned its development in recent years.
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Founded on the celebrity profile of the Wahlberg family, the chain has worked to translate name recognition into a sustainable multi-unit restaurant business. The latest expansion announcement positions Wahlburgers among a broader category of celebrity-backed food brands competing for franchise investment and consumer loyalty in a crowded fast-casual and casual-dining market.
Executives offered no specific financial projections for 2027, but the addition of 10 units in a single calendar year represents a meaningful increment for a brand of Wahlburgers' size. Industry observers note that franchise brands announcing growth targets at year-end typically use the window to attract prospective operators ahead of the spring development cycle.
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