Ah, chocolate. It’s an indulgence that’s impossible to ignore as a stand-alone food or ingredient. And, not surprisingly, chocolate proves to be sweet for consumers and restaurant operators alike. Even though it’s already part of menus at most limited-service eateries, more dining places continue to add chocolate items in new and innovative ways.
As Wahlburgers, a burger concept founded by actors Mark and Donnie Wahlberg and their brother Paul, readies its first franchise openings this year, the management team is hoping to capitalize on the publicity created by the famous owners and a popular A&E Network reality show, “Wahlburgers,” that chronicles the company’s inner workings.
But while many celebrities have been drawn to the restaurant business and their fame has been an asset in creating initial buzz, Wahlburgers’ executives are determined to avoid the celebrity trap that has doomed many quick-service brands.
Wahlburgers, the U.S.-based burger concept launched by executive chef Paul Wahlberg and brothers Mark and Donnie will announce the next step in a North American expansion with the debut of its first Canadian location at Toronto’s SoHo Metropolitan Hotel.
Wahlburgers Canada is a collaboration of the Wahlbergs with Bruce Greenberg, president of Starwood Group; Michael Wekerle, executive chairman of Difference Capital; and Henry Wu, president of Metropolitan Hotels.