WEST DES MOINES, IA - Hy-Vee is furthering its health initiatives with two partnerships, one of which taps into the well known entertainment-turned-foodservice Wahlberg name. The retailer announced it is teaming up to nearly double the brand’s locations in a strategy that includes building, owning, and operating 26 Wahlburgers restaurants. It is also partnering with Orangetheory Fitness to boost access to intensive group fitness programs.
“These unprecedented collaborations reinforce our company’s longstanding commitment to health and wellness, culinary expertise, and customer experience,” said Hy-Vee Chairman, CEO and President Randy Edeker. “However, they also represent a bold step to deliberately evolve our business to meet the change in our customers’ lifestyles and spending habits. These partnerships keep us on the leading edge as the retail grocery industry evolves.”
Wahlburgers is a family-friendly restaurant that offers a unique dining experience featuring signature burgers and drinks in a casual environment, according to a press release, whose select menu items will now be available in all Market Grille restaurants. Currently, Wahlburgers operates 17 locations in nine states, as well as in Canada. The 26 Wahlburgers Hy-vee plans to build will be in seven Midwestern states, becoming the brand’s largest single franchisee.
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I would personally like to welcome Hy-Vee to the Wahlburgers family,” said Paul Wahlberg, Chef and Co-Founder of Wahlburgers. “It’s a great honor to be able to partner up with a company that has a long and successful history in the two areas that are very important to Wahlburgers: quality and customer service.”
Mark Wahlberg, Actor, Producer, and Co-Founder of Wahlburgers, added, “Hy-Vee has been a great partner for us with our Performance Inspired Nutrition line. Their commitment to quality and innovation shows in everything they do. I can't think of a better fit for Wahlburgers to introduce our family's hospitality to the Midwest.”
Hy-Vee will partner with Orangetheory, a chain of 750 studios, to offer customers a fitness experience in or adjacent to Hy-Vee stores. Hy-Vee said that this partnership creates an integrated fitness component to bolster Hy-Vee’s focus on health and wellness–including in-store dietitians, HealthMarkets, chefs, fresh and organic produce, and pharmacies.
“These partnerships are just another example of Hy-Vee listening to the needs of our customers,” said Hy-Vee’s Executive Vice President of Strategy and Chief Merchandising Officer Jeremy Gosch.
The first Hy-Vee Orangetheory Fitness location will open in 2017 in the Twin Cities, while the first Hy-Vee-owned Wahlburgers will be located in West Des Moines, Iowa, and open in mid-2018.
