Wahlburgers, the burger restaurant brand founded by Chef Paul Wahlberg and celebrity brothers Mark and Donnie, has announced that it will expand to Asia in 2017 through a joint venture with Cachet Hospitality Group (CHG).
According to the joint venture, the objective of this expansion is to open 100 restaurants in China and the surrounding region over the next five years. With two strategic partnerships in place, the brand is set to open restaurants in a variety of locations, including shopping centers, theme parks, residential and office developments and hotel and resort properties.
Based on the lure of Wahlburgers, CHG has signed major agreements with developers who have committed to including Wahlburgers restaurants in their projects. World Packaging Center, an existing CHG developer, agreed to sign the first restaurant in Hangzhou. Shanghai-based naked Hub has agreed to open 20 Wahlburgers in their office building complexes throughout Shanghai and Hong Kong. Thailand’s Big Ho Corporation will open 20 Wahlburgers in its franchise location of Big C Supercenter stores throughout northern Thailand.
“We’re excited about this wonderful opportunity to grow in Asia,” said Wahlburgers CEO Rick Vanzura. “Having a savvy, financially strong partner is essential and we have a great partner in the Cachet Hospitality Group, which will bring an unprecedented level of service and strength to the Wahlburgers brand.”
Alexander Mirza, CEO of Cachet Hospitality Group, said: “This is an excellent time to enter the Asia market, especially China, where dramatic growth in US-style destination malls with increasing space committed to restaurants as mall owners see both traffic and income rise dramatically.
“This combines perfectly with the explosive popularity of international restaurant brands in China’s malls and airports, opening the door to tremendous opportunity for Wahlburgers and our Asia Pacific joint venture.”