Wahlburgers, the burger chain backed by Hollywood star Mark Wahlberg, has stunned the fast-food world by closing a staggering 79 locations this year.
According to The Sun, US, this drastic move, which left only 34 restaurants open across the US, also marked the end of a franchise partnership with retailer Hy-Vee while the chain pushes a new menu amid customer backlash over quality and pricing.
Founded by Mark Wahlberg and his brothers Donnie and Paul, Wahlburgers has been a unique player in the fast-food space, blending celebrity appeal with casual dining.
The chain’s relationship with Hy-Vee, a retailer it partnered with since 2017, unraveled as both parties deemed the franchise agreement unprofitable.
These closures, which occurred earlier this year, primarily affected smaller setups like food court kiosks rather than full-service restaurants.
As Wahlburgers’ CEO Randy Sharpe clarified, “It’s not 79 restaurants closing.”
Sharpe emphasized, “If you saw what was being shuttered, it’s a food court kiosk.” He added that these closures weren’t significant revenue drivers for either Wahlburgers or Hy-Vee.
Sharpe insisted the focus remains on growth, stating the chain won’t venture into the grocery business but will stick to its core strengths.
In a bid to pivot, Wahlburgers rolled out a fresh core menu featuring items like the Teriyaki Pineapple Smashburger, WahlStreet Spritz, and Strawberry Shortcake Shake.
Sharpe noted, “At Wahlburgers, we’re always pushing flavor forward.”
He highlighted the summer-inspired flavors, aiming to blend bold tastes with nostalgic appeal to win back diners.
Yet, not all feedback has been positive, with some customers slamming the chain for inconsistent quality and steep prices.
One online critic vented, recalling how Hy-Vee lost its charm with celebrity tie-ins like Wahlburgers, longing for simpler, better days of solid in-house food options.
Another diner on Reddit shared a harsh take, calling the food overpriced and subpar compared to competitors, questioning how the chain even survives.