LAS VEGAS — Wahlburgers, the celebrity-backed burger chain founded by Mark, Donnie, and Chef Paul Wahlberg, is kicking off 2026 with an aggressive growth plan. On Monday, January 26, 2026, the company announced a multi-channel expansion strategy that will put its signature burgers in more airports, retail centers, and even the parking lots of major home improvement stores.
CEO Randy Sharpe described the move as a push to meet customers “wherever they are,” diversifying beyond traditional standalone restaurants into high-traffic, non-traditional venues.
The Expansion Playbook
The 2026 growth strategy focuses on three key partnerships and formats:
1. Home Depot “Trailers”
In a unique retail crossover, Wahlburgers is deploying food trailers outside select The Home Depot locations.
- Status: The first three units are already operating in Rockledge, Stuart, and Vero Beach, Florida.
- The Plan: Following this pilot, additional trailers are slated to open throughout 2026.
- The Menu: These mobile units serve core favorites like the “Our Burger,” Smashburger, and Crispy Chicken Ranch, plus breakfast items.
2. Airport Takeover
Travelers will see more of the brand’s green “W” logo in terminals this year.
- New Location: A new outpost opens in February 2026 at Sarasota-Bradenton International Airport (SRQ) in Concourse B.
- Network: This marks the chain’s fourth airport location, joining existing spots at Boston Logan, Toronto Pearson, and Detroit Metro.
3. Retail & Destination Dining
Wahlburgers is also deepening its ties with destination retailers:
- Bass Pro Shops: New locations are confirmed for Irvine, California, and Sayreville, New Jersey later this year.
- Big Cypress Lodge: The brand is taking over food and beverage operations at the iconic pyramid in Memphis, adding a Wahlburgers alongside other concepts like The Lookout and The Fishbowl.
Menu Innovation
Alongside the physical expansion, the chain is doubling down on “smash-style” burgers and value-driven menu items to keep customers coming back.
“We’re adding successful promotional items to the core menu and leveling up the lineup with even more crave-worthy additions,” said Sharpe.
For more updates on restaurant chains and retail partnerships, visit Source86.
