Wahlburgers: Serving Up Celebrity Flavor with a Family Touch

Launched in 2011, Wahlburgers is a fast-casual dining concept known for its premium hamburgers and branded merchandise. The brand was created by chef Paul Wahlberg, alongside his famous brothers, actors Mark and Donnie Wahlberg. The inaugural location opened in Hingham, Massachusetts, where the company is still headquartered today.

Franchising opportunities began in 2014, enabling the brand to expand beyond its original roots. Wahlburgers restaurants offer a menu centered on gourmet burgers, along with signature items inspired by the Wahlberg family’s favorite comfort foods.

Beyond the food, Wahlburgers distinguishes itself through its celebrity heritage and dedication to a warm, welcoming environment. The combination of high-quality ingredients, original recipes, and a strong family influence helps the chain stand out in a competitive fast-casual market.

Training

Wahlburgers provides several types of training programs to its franchisees to ensure consistent and high-quality operations across all locations:

1. Initial Training Program (ITP)
   The ITP is mandatory for the Operating Principal, general manager, and other designated managerial personnel. It covers key operational aspects and must be completed before opening the Franchised Restaurant. The program may include prerequisites like ServSafe food safety certification. This training is held at Wahlburgers’ designated facilities or restaurants operated by the company until the franchisee’s own training facility is established.
2. Ongoing Training
   Wahlburgers offers continuous training for the Operating Principal, Multi-Unit Manager (if applicable), managerial staff, and other experienced personnel. This may occur at times and locations determined by Wahlburgers and could be delivered through various formats, including in-person sessions, printed materials, intranet platforms, or via phone consultations.
3. Pre-Opening and Opening Assistance
   For the initial two restaurants opened by a franchisee or affiliate, Wahlburgers may provide additional support. This includes assistance with restaurant construction or renovation, layout planning, equipment selection, and staff training, tailored to the franchisee’s needs and available company resources.
4. Training Facility Establishment
   Franchisees are required to establish a certified training facility in the development area. Wahlburgers provides reasonable assistance to help establish this facility, which must pass periodic evaluations to maintain certification.

Territory Protection

Wahlburgers does not offer exclusive territory protection to its franchisees under the standard Franchise Agreement. Franchisees may face competition from other Wahlburgers restaurants operated by the franchisor, other franchisees, or through alternative distribution channels including online sales.

The Development Agreement instead outlines a mutually agreed-upon “Development Area,” but this area is not protected from such competition. Although there is some limited territorial exclusivity during the Development Term, it is conditional.

Wahlburgers reserves the right to open or license restaurants in special locations within the Development Area such as airports, hospitals, sports venues, and other high-traffic environments. This limited protection is further contingent on the franchisee meeting all agreement terms and remaining in good standing throughout the Development Term.