Wahlberg Brothers to Open ‘Wahlburgers’ Restaurant, Naturally

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Mark Wahlberg (L) and Donnie Wahlberg (R)

Acting, singing, cooking…what can’t these brothers do?

Mark, Donnie, and their under-the-radar brother Paul announced plans to open a 4,300 square foot burger joint in Hingham, Mass. called – wait for it – Wahlburgers.  The family is no stranger to the restaurant business, having opened Alma Nove, an Italian eatery named for their mother, in 2010.  Oldest brother Paul will serve as the full-time chef at Wahlburgers, which will be located in the Hingham Shipyard, a dining and entertainment complex just outside the brothers’ native Boston.

(MORE: 10 Questions for Mark Wahlberg)

The name Wahlburger had previously been trademarked by Rochester-based burger chain Tom Wahl’s.  Recently the Wahlberg group secured the “full spectrum” usage rights for their own.

The Wahlbergs’ business partner Ed St. Croix told the Boston Herald, “It just works.  It’s a good-sounding brand we could put out the product with, a great name people could relate to.”

The group had a few fallback names lined up just in case they couldn’t secure the trademark, but have declined to release them.  Perhaps they can recycle one for the pizza place they have slated for spring 2012 (no, we’re not joking.)

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Allison Berry is a contributor at TIME.  You can continue the discussion on TIME’s Facebook page and on Twitter at @TIME.

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