Wahlburgers, a burger restaurant founded in Boston by the three Wahlberg brothers–actors Mark and Donnie, and chef Paul Wahlberg– is the latest national chain set to come to Coney Island. The company announced today that New York-based franchisee Big Apple Burgers is preparing to launch six restaurants in Manhattan and one in Coney Island.
“We’re confident that our knowledge and expertise will be a great asset to the Wahlburgers brand,” said John Cestare of Big Apple Burgers. “It’s exciting to partner with the Wahlberg family and brand knowing we share the same values and family-work culture.” Ten days ago, John Castare registered the name “Coney Burgers LLC” after registering “Big Apple Burgers LLC” earlier in November. Since the deal has just been signed, no info on the franchise’s location has been released yet. (Update: here it is!)
The Wahlberg family’s adventures in the burger business is the subject of an A & E TV reality series that debuted in January. The Coney Island location, which is expected to open in May, will be scripted into the show. After opening the first restaurant in 2011, they made deals to open locations in Las Vegas, Philadelphia and Toronto. Today’s announcement also included 20 franchise locations in Florida.
Will the Wahlbergs’ celebrity help them win the hamburger market share in Coney? Boardwalk mainstays Nathan’s, Tom’s, Ruby’s, and Paul’s Daughter have burgers on their menus as does Peggy O’Neill’s on Surf Avenue. White Castle Express serves their sliders at two seasonal locations in Luna Park. Burger franchises currently under construction in Coney include a Checkers in Stillwell Terminal and a Johnny Rockets next door. The Johnny Rockets as well as a Subway Cafe on the north side of Surf have faced construction delays due to post-Sandy FEMA regulations requiring them to raise the floor by 2-1/2 feet. “Some of the regulations they’re making up as they go along,” broker Joe Vitacco told ATZ.
No word on the status of the Burger-Fi which Thor Equities’ Glenn Vogel said last spring was coming to their retail building on Stillwell. Has Wahlburgers grabbed that spot, which includes a roof deck? It’s a pretty good bet. Rumor has it that’s the location and it’s set to be revealed during the reality show. Check back for updates.
UPDATE April 27, 2015:
Last week, Wahlburgers released details of the 6,800 square foot franchise restaurant currently under construction in Coney Island and slated to open this summer. Read more at Coney Island 2015: Update on Wahlburgers, Temporary Fair at Thor’s Vacant Lots
UPDATE January 31, 2015:
The location of the Wahlburgers celebrity burger franchise opening in Coney Island was publicly revealed for the first time today when signage went up on Thor Equities’ retail building on Stillwell Avenue.
Related posts on ATZ…
November 18, 2014: Coney Island Brewing Co. Applies for License for Surf Ave Brewery
May 25, 2014: Photo Album: Opening Day for 5 New Businesses & Exhibits in Coney Island
September 11, 2013: Subway Cafe to Replace Furniture Store on Coney Island’s Surf Ave
December 19, 2012: Will Coney Island’s Surf Ave Become a Mecca for Franchises?
Unfortunate that another chain is coming to Coney. I was happy to see the coffee shop/pizzeria open and was hoping for more local flavor. I also was hoping Johnny Rockets had given up. So now with Wahlburgers there will be 3 burger chains plus McDonalds up the the block at Mermaid. I hope the locals can survive.
Due to the high cost of leasing and financial requirements by property owners more of the new stores are franchises. The chain often guarantees the lease.
But I think the seasonal places on the boardwalk should be fine. Location location location! Some of the stores, both stand alone Mom & Pop and franchise have their own loyal clientele. The coffee shop/pizzeria on Surf has a customer base from the apt buildings.
Some kind of formula business restriction such as the one in San Francisco, which regulates chains, would create opportunities for small, independent businesses and prevent Surf from becoming a strip of franchises. The NYC City Council is not there yet though they currently have a bill in committee called the Small Business Jobs Survival Act,
I can’t wait.
Have you been to a Wahlburgers yet or are you a fan of the A&E show? This post has been incredibly popular. Can only wonder what it will be like when it opens here