Dive Brief:
- Wahlburgers plans to accelerate its growth in 2026 through a focus on non-traditional locations, the company said in a press release Monday.
- The burger chain will expand at Home Depot locations, airports, hotels and Bass Pro Shops this year.
- The push will help the company stabilize its storebase a year after Hy-Vee ended its partnership with Wahlburgers, which led to the closure of 79 restaurants.
Dive Insight:
Non-traditional locations are a key part of Wahlburger’s growth strategy and the brand has previously opened locations in casinos, ballparks, racecourses and military installations. Last year, it opened a unit at the Detroit Metropolitan Airport, as well as a counter-service location at the Pearl Harbor Naval Base. This year, it will open a restaurant at Big Cypress Lodge in Memphis, Tennessee. In February, it will open a unit at the Sarasota-Bradenton International Airport in Florida through a partnership with SSP America.
“We’re excited about the momentum we’re building nationwide and are committed to growing Wahlburgers in a thoughtful, strategic way,” CEO Randy Sharpe said in a statement.
Its expansion at Home Depots is unusual even, among QSRs focused on nontraditional growth. The chain partnered with Adaptiv Provisions to create Wahlburger trailers that operate outside select Home Depot locations. Three locations are operational in Rockledge, Stuart and Vero Beach, Florida, according to the press release. More locations are planned for this year. The menu at these locations includes Our Burger, Smashburger, BBQ Road Burger, Chrispy Chicken Ranch, shakes and breakfast items.
Wahlburgers has also partnered with Bass Pro Shops, and will open at the retailer's locations in Irvine, California, and Sayreville, New Jersey in 2026. This partnership will add high-traffic, retail locations to the chain’s portfolio.
The chain said it is also focused on menu innovation this year and plans to “evolve its menu and limited-time offerings with smash-forward innovation and strong value propositions.”
Several other chains have moved toward non-traditional growth in recent years. Last year, Zaxbys said it intended to develop more non-traditional units after it signed its first agreement to open at a military base. The chicken chain is considering franchised units in high-volume, high-traffic locations like universities, travel centers and airports. Huddle House launched several new prototypes last year, including a 500- to 1,200-square-foot format designed for airports, colleges, malls and travel centers.
