Celebrity brothers Paul, Donnie and Mark Wahlberg have relied on more than the synonymous reality TV show on A&E to grow their chain. The concept, known for its menu of burgers, fries and other comfort foods, focuses heavily on franchising. The menu is as important as the photos of the brothers and movie paraphernalia that sprinkle stores—Wahlburgers reworked its menu to add a range of new hearty and lighter offerings, boasting to cater to picky eaters, carnivores, vegetarians and more.