Video Produced by Vanessa C. Rodriguez
Wahlburgers, a better burger concept that opened its doors back in 2011 in Hingham, Mass., has rapidly differentiated itself from the pack not only by providing a split-service model to its customers, but also by quickly rising to the No. 24 spot in the 2016 Most Loved Brands Report by Foodable Labs after just under five years of its launch.
In this episode of "On Foodable Weekly," we are joined by the CFO of Wahlburgers, Patrick Renna, who discusses why he thinks the brand has ranked so high despite the adversities they face.
It’s All About Providing Options
Renna believes that having a unique service model helps attract more consumers because the restaurant does not limit itself to catering to a specific group of individuals.
The idea behind having a split-service model was mostly about giving people options, he said.
“Come in, order at the counter, take it out of the building to eat off premise or, you know, sit themselves…and not have to have a full-service component and be waited on,” said Renna. “Now some of the newer restaurants, we’re doing probably closer to 70/30 full-service/fast casual [respectively] because of the brand awareness,” he added.
The Brand Must Deliver on Their Commitment to Food
Wahlburgers is owned by Chef Paul Wahlberg, in partnership with his two celebrity brothers, actors Mark and Donnie Wahlberg. In 2014, a reality television series by the same name gave us a behind-the-scenes look at the restaurant chain after its debut on the A&E network.
“I think, naturally, the celebrity appeal brings people to the brand, and the show proves that it’s a top ten television show. But, you still have to deliver on the dining experience,” Renna said.
“I think there is a future to the better burger segment…. We pride ourselves in that chef-inspired category where Paul is really driving the housemade ingredients, so from the sauces that go on the burgers to the housemade pickles, to fresh buns, to fresh beef, never frozen, so really taking pride in the ingredients that go into that burger and elevated experience,” he added.
The company currently has established and franchised restaurants in seven different locations across North America: Florida, Massachusetts, Michigan, Nevada, New York, Pennsylvania, and Canada. They have signed many development deals, with 118 units under agreement, including 20 in big markets in the Middle East, Canada, and United States.
Watch the full episode to learn more!