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The name, Wahlburgers, was the hardest obstacle for the duo’s older brother Paul, who will serve as the restaurant’s chef, to get over because it had been previously trademarked.
“It just works,” Ed St. Croix, Wahlberg’s business partner, told the Herald. “It’s a good-sounding brand so we could put out the product with, a great name people could relate to.”
The Wahlbergs secured “full spectrum” use of the name, St. Croix said, but he wouldn’t disclose financial terms of the deal or any other details. The brothers did have some backups in mind just in case they couldn’t secure the Wahlburgers name, though St. Croix wouldn’t reveal them.
The 4,300-sq. ft. Wahlburgers is set to open at the Hingham Shipyard in Boston, near the brothers’ Italian restaurant Alma Nove. Wahlburgers will seat about 80 inside and 40 on an outdoor patio. The brothers are also planning to open a pizza restaurant next spring.
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