Celebrity-Owned Burger Chain Wahlburgers Expands With Food Trucks
Wahlburgers has always been loud, bold, and proud of its roots. Now the celebrity-backed burger brand is doing something smart. It is rolling out food trucks and meeting customers where they already are.
Founded by brothers Mark Wahlberg, Donnie Wahlberg, and chef Paul Wahlberg, the chain is stepping into a new lane. The move comes after years of rapid growth, followed by a sharp pullback. Food trucks offer a reset without losing the spotlight.
The food truck rollout kicked off in Florida, a state that loves fast food and sunny parking lots.
View this post on Instagram
Two trucks are already live. One sits outside a Home Depot in Rockledge. The other operates in Stuart. A third truck is locked in for Vero Beach.
Contractors, shoppers, and commuters all walk by hungry. The trucks run breakfast through dinner, which sets them apart from many burger trucks. Morning service brings in early crowds and keeps the grills hot all day. That kind of schedule keeps revenue flowing without the overhead of a full restaurant.
These trucks serve items you will not find inside a Wahlburgers restaurant. Breakfast includes a sandwich, a burger, and a burrito. It is fast, filling, and built for people on the move.
Wahlburgers / IG / The trucks are parked, powered, and running daily. Home Depot lots give the brand steady traffic and long hours.
Lunch and dinner are where the trucks really shine. The BBQ Road Burger and the HD Smash Burger are exclusive to the mobile setup, giving customers a reason to seek them out. Fries and tater tots cover the classics, while milkshakes add a familiar finish. Nothing feels forced. The menu lands in that rare space where comfort food still feels considered.
The Brand Is Built on Fame and Fast Growth
Wahlburgers traces its roots back to 2011, when the first restaurant opened in Hingham, Massachusetts. Early on, the brand leaned into family dynamics and a no-frills approach to food. It was a solid start, but visibility came later.
The A&E show Wahlburgers ran for ten seasons between 2014 and 2019. Cameras followed the brothers through arguments, kitchen chaos, and rapid expansion. Viewers didn’t just watch — they invested in the story. That attention translated into new openings.
By late 2023, Wahlburgers had expanded to 109 locations across the U.S. Many of those restaurants were placed inside Hy-Vee grocery stores, a strategic partnership that helped the chain scale quickly.
Then it ended!
In 2025, 79 locations shut down after Hy-Vee chose to launch its own food concept. The closures were sudden and large. Today, Wahlburgers operates about 32 locations worldwide. That includes restaurants in the United States, Canada, Australia, and New Zealand.
Wahlburgers / IG / Food trucks cost less to launch and less to run. That is the simple truth.
For a brand once everywhere, the shift was sharp. The food trucks are part of the comeback plan.
Why Food Trucks Make Sense Right Now
Wahlburgers benefits from not being tied down. Food trucks give the brand a presence without the risk that comes with committing to a permanent location. They allow for trial runs, real-time feedback, and quick changes if something underperforms. In a food industry that can shift overnight, that freedom goes a long way.
The shift in how people eat supports the move. Many diners want something quick, familiar, and well-made, without the structure of a traditional restaurant visit. Food trucks serve that need efficiently. Florida stands out as a smart proving ground — warm weather, steady foot traffic, and no shortage of busy parking areas. If the results hold, the model could travel easily.
You must be logged in to post a comment Login