Wahlburgers Redraws Its Map with Airports, Bases, Trailers, and Destination Retail
After a retrenchment, Wahlburgers is scaling into airports, military bases, destination lodges, food trailers, and specialty retail through partners like Delaware North, SSP America, and Adaptiv Provisions.
Photo by Tofan Teodor on Unsplash
A Map Redrawn Around Footfall
Wahlburgers is moving the chess pieces with care, away from conventional street corners and into places where people naturally gather. The brand’s latest chapter leans on nontraditional venues—airports, military sites, destination lodges, mobile trailers, and big-box or specialty retail—sequenced so that access and visibility feel as welcoming as an open seat in a sunlit café. The mood is deliberate: partnerships anchor the approach, and venues are chosen for the hum of steady traffic rather than the gamble of a block-by-block buildout. That recalibration sits in relief against a recent contraction. After the closure of 79 Hy‑Vee in-store outlets in early 2025, the chain tightened to roughly 32 locations globally. The decision now is to channel investment into high-exposure formats, a refined focus on “lower overhead and broader customer access” that trades storefront sprawl for measured reach. The throughline is simple and soothing: go where the guests already are, and meet them with a menu and cadence tuned to their moments. Analysis: The shift consolidates operations into curated, high-traffic environments supported by experienced partners, aiming for predictable footfall and operational discipline following a significant retrenchment.
Breakfast To Boarding Gates
The airport is where the new playbook comes into crisp focus. On August 4, 2025, Wahlburgers debuted a counter-service concept at Detroit Metropolitan Airport in Terminal A, situated across from Gate A64 in the food court and managed by Delaware North. Its hours—“daily from 6 a.m. to 10 p.m.”—align with early departures and night flights, a gentle nod to the rhythms of travel when a comforting bite can make the journey feel more human. The menu follows the flow of the day. Travel-friendly options span from the Our Breakfast Burger and Breakfast Burrito to the Impossible Burger and Crispy Chicken Ranch Sandwich, with signature offerings built on “100 percent Certified Angus Beef®.” By choosing a food-court footprint and a counter-service model, the brand designs for pace without sacrificing familiarity. It’s not hard to imagine a quiet moment at the gate, a warm sandwich in hand, anchoring a layover with something steady and good. Analysis: Placement, daypart breadth, and partner management reflect a format tuned to throughput and timing, capturing breakfast-to-dinner demand within a captive, time-sensitive audience.
A Brand Inside Destinations
Beyond concourses, the chain has anchored itself within controlled, purposeful environments. Concurrent openings at the Pearl Harbor Naval Base and at Big Cypress Lodge inside the iconic Memphis Pyramid place Wahlburgers in settings where guest flow is curated and consistent. At Big Cypress Lodge, the venue sits within a company-owned portfolio—The Lookout, The Fishbowl, Mississippi Terrace, The Den Bar & Lounge, banquets, and in-room dining—multiplying touchpoints for travelers and overnight guests who move through the property’s experiences. This year, the rollout continues at Big Cypress Lodge in Memphis, Tennessee, and at Sarasota-Bradenton International Airport (SRQ) in Florida with SSP America. The available materials root SRQ “in February,” a quietly specific marker that suggests planning built around peak travel windows and concessionaire readiness. In both the lodge and the airport, the brand positions itself where the day shapes the meal, not the other way around. Analysis: Company-owned destination assets create layered exposure inside a single property, while the SRQ project extends the airport format through an experienced concession partner, reinforcing disciplined execution in high-traffic venues.
Parking Lot Hospitality
Late in 2025, Wahlburgers took a step that feels both nimble and neighborly: branded food trailers, operated with Adaptiv Provisions, set up outside select The Home Depot stores in Rockledge, Stuart, and Vero Beach, Florida. The trailers bring core comforts to the shopping run—the Our Burger, Smashburger, BBQ Road Burger, Crispy Chicken Ranch, shakes, and breakfast options—preserving quality with “100 percent Certified Angus Beef®.” In the easygoing space of a parking lot, the brand meets guests between errands, offering a quick bite that still feels like a moment. Further trailer units are slated for 2026 at additional Home Depot locations, extending a low-investment channel that can be placed, measured, and moved with relative ease. It’s a format designed to appear where the day is already unfolding, catching the gentle pause after a checkout line or the small celebration that follows ticking off a to-do list. Analysis: The trailer strategy intercepts high-footfall shoppers with a scalable, lower-overhead model that preserves menu standards while expanding access beyond fixed storefronts.
Catching Shoppers Mid-Adventure
Destination retail adds another gentle layer to the plan. In 2026, Wahlburgers will open inside Bass Pro Shops in Irvine, California, and Sayreville, New Jersey—placements that synchronize with the rhythms of browsing, trying, and lingering that define these specialty spaces. For a brand leaning into environments where purpose and pastime meet, the connection is intuitive: serve a hearty burger or a cool shake just where the day stretches out and the mood invites a sit-down or a simple treat. Coupled with the trailers at The Home Depot, these Bass Pro Shops locations trace a clear line through lifestyle-aligned corridors of traffic. Retail becomes less a point-of-sale and more a setting—a welcoming backdrop for a meal that feels well-timed and well-placed. Analysis: Bass Pro Shops placements extend visibility into lifestyle destinations, complementing big-box parking lot access and reinforcing a footprint that flows with established shopper routines.
From Retrenchment To Rethink
The nontraditional surge follows a difficult but clarifying reset. The closure of 79 Hy‑Vee in-store outlets in early 2025 reduced the system to roughly 32 locations globally, sharpening the lens on where the brand could thrive. Rather than chase ubiquity, Wahlburgers is now pressing into formats that promise steadier footfall and tighter controls on cost and execution. That reorientation is not just defensive; it’s a calmer way to grow. By prioritizing places engineered for flow—airport food courts, military bases, destination lodges, big-box parking lots, and specialty retail—the brand leans into a strategy of “lower overhead and broader customer access.” It’s a reframe that swaps expansion for presence, betting on dependable streams of guests over the variability of standalone streets. Analysis: The contraction provides context for a selective, nontraditional footprint designed to balance efficiency with visibility, trading breadth for predictability and partner-aligned governance.
Execution Through Partners
A gentle pace does not mean a loose plan. The Detroit airport unit is managed by Delaware North, and Sarasota-Bradenton (SRQ) is being executed with SSP America—choices that signal comfort with seasoned concessionaires in regulated, high-traffic settings. In mobile channels, Adaptiv Provisions operates the trailers, giving Wahlburgers range without sacrificing the operating discipline required at scale. The cadence echoes leadership’s emphasis on “thoughtful, strategic” growth. By pairing venue expertise with compact formats, the brand establishes accountability where customer throughput is guaranteed. Each partner helps tune the experience to the setting: concourse speed with broad daypart coverage, destination-lodge integration across multiple on-property venues, and retail-adjacent convenience that makes sense between errands. Analysis: Partner selection functions as a control system—aligning standards, compliance, and throughput—so growth remains measured and repeatable across complex, high-visibility venues.
Peers Shift Formats Too
Wahlburgers is not alone on this road. Across the industry, peers are migrating to formats that maximize foot traffic and efficiency. Zaxbys is exploring military base developments while expressing interest in airports, universities, and travel centers. Huddle House has introduced 500–1,200-square-foot prototypes suitable for airports, colleges, malls, and travel hubs. The common thread is a turn toward right-sized, adaptive footprints that slide into the places people already move through. Inside that wider movement, Wahlburgers’ mix—airport concourses, military venues, destination lodges, big-box parking lots, and specialty retail—places the brand within “high-velocity demand pools.” It’s a portfolio tuned to the choreography of modern travel and shopping, where a quick order and a reassuring bite can soften the edges of a busy day. Analysis: Broader adoption of alternative formats underscores market validation; Wahlburgers’ specific blend focuses on predictable traffic streams and settings that reward throughput without sacrificing brand touchpoints.
What We Know, What We Don't
The calendar shows a methodical march. Key markers include the Detroit Metropolitan Airport debut on August 4, 2025; late-2025 trailer rollouts in Rockledge, Stuart, and Vero Beach, Florida; and a 2026 slate that adds more Home Depot trailers and new Bass Pro Shops placements in Irvine, California, and Sayreville, New Jersey. Sarasota-Bradenton International Airport, supported by SSP America, is referenced “in February,” while expansion continues at Big Cypress Lodge in Memphis this year. Some pieces remain quiet. The materials do not disclose sales figures, unit-level economics, or quantitative performance targets for the new formats. Even so, the venues chosen speak clearly—places where travelers, service members, shoppers, and destination guests already create momentum. In that steady traffic, the brand is building a presence that can be tracked, tuned, and, when needed, paused with minimal disruption. Analysis: The timeline indicates multi-channel momentum and near-term openings, while the absence of financial metrics limits external judgment of productivity; the selection of high-exposure venues still offers transparent logic for investment and pace.
A Softer Way To Scale
What emerges is a growth engine that values gentler virtues: presence, partnership, and places that already hum with life. By leaning into airports, bases, destination lodges, trailers, and specialty retail, Wahlburgers trades a race for unit count for an embrace of context—meeting guests at the concourse, the base, the lodge lobby, or the big-box parking lot, with a menu meant to fit the moment. Taken together, the strategy reads like hospitality in motion. It honors a lesson learned during retrenchment: scale is kinder and more sustainable when built around traffic and trusted operators. In these “high-velocity demand pools,” the brand is crafting a path that feels both steady and welcoming—control in the back of house, comfort at the counter. Analysis: The end state is intentional reach rather than saturation—an approach designed to be agile and sustainable by centering traffic-rich settings and partner-led execution.