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Wahlburgers, the celebrity-founded burger chain, has closed more than 70 locations this year—most of them inside Hy-Vee grocery stores.

The sudden cut marks a major shift for the brand, which was once growing quickly thanks to its partnership with the Midwest-based grocery chain.

The closures affect 79 Wahlburgers spots that were run by Hy-Vee, primarily as food court kiosks.

According to USAToday, CEO Randy Sharpe explained that these setups weren't working out for either company. "It's not a full-service restaurant, and it wasn't a significant revenue driver for either side," he said.

Wahlburgers, founded by actor Mark Wahlberg and his brothers Donnie and Paul, is now down to about 34 US locations.

The company says it wants to focus more on traditional, full-service restaurants rather than smaller in-store versions. "We are growing restaurants," Sharpe said. "We're not going to be in the grocery business."

Wahlburgers Plans 15 New Locations Despite Major Closures

Despite the cutbacks, the chain isn't slowing down entirely. Wahlburgers plans to open 15 new locations this year, aiming for a total of 65 by the end of 2025, RestaurantBusiness said.

Sharpe added that the chain will take over one full-service Wahlburgers location previously operated by Hy-Vee at the Mall of America.

The restaurant chain had seen a period of rapid growth—tripling its footprint from 30 to over 100 locations between 2019 and 2023.

Much of that was due to its partnership with Hy-Vee, which began in 2018. But in recent months, some underperforming locations in states like Wisconsin, Indiana, and Georgia had already been shut down.

Hy-Vee says it will bring back its own in-store dining brand, Market Grille, to replace the Wahlburgers kiosks.

The grocery chain plans to roll out an updated version that focuses more on breakfast and budget-friendly meals, while keeping classic items like burgers, BLTs, and wings.

Customers can expect counter service, table delivery, takeout, and delivery options.

The changeover is set to be completed by February 4.