Wahlburgers is dialing up the flavor and the hometown pride with the debut of its latest limited-time offering: the Pepperoni Smash. Crafted by Chef Paul Wahlberg himself, this spring-only sensation is set to sizzle on menus nationwide from April 1st through mid-June, promising layers of bold, Boston-inspired flavor for just $10.95*.
The Pepperoni Smash isn’t your average burger. It starts with two 100% Certified Angus Beef patties, layered with melted provolone, crispy julienne pepperoni, Chef Paul’s signature rosemary tomato jam, and a rich garlic butter finish. This burger is engineered to, as the brand puts it, “Smash. Stack. Attack.”
A Boston Burger with Big Attitude
To celebrate the launch in true Boston fashion, Wahlburgers has partnered with hometown heroes and viral food influencers Chad McDonough (a.k.a. Prosciutto Papi) and Tommy Guarino; better known as the Boston Deli Boys. The duo, whose unapologetically East Coast flavor has won over nearly two million fans on social media. They were given exclusive first bites of the Pepperoni Smash, sharing their unfiltered reactions in a series of videos across Wahlburgers’ new TikTok and other digital platforms. It’s pretty funny to see Chef Paul’s reserved reaction to the hilarious commentary by the Deli Boys.
“The Pepperoni Smash is all about big, bold taste — so teaming up with a couple of guys who know Boston food inside and out just made sense,” said Randy Sharpe, CEO of Wahlburgers. “This is just the beginning with Chad and Tommy. They represent what Wahlburgers is all about — authenticity, passion, and a deep love for the brand’s hometown.”
Their online content, infused with Boston humor and deli-style bravado, amplifies the core Wahlburgers vibe: community, heart, and serious eats. This collaboration won’t end with just this campaign. Fans can expect more from the Wahlburgers x Boston Deli Boys partnership down the road.
Food and TikTok: A Recipe for Viral Success
Pairing food with TikTok influencers isn’t just trendy; it’s one of the most effective marketing moves in the restaurant industry right now. The concept took off during the early pandemic era. Many social media users turned to TikTok not just for entertainment, but for food inspiration, hacks, and crave-worthy recommendations. Suddenly, a viral video could mean sell-out status for any restaurant or dish.
Fast-casual brands and QSR giants were quick to jump in. Dunkin’ was among the first to strike gold, collaborating with TikTok megastar Charli D’Amelio back in 2020 for “The Charli” cold brew drink. It led to a surge in app downloads and beverage sales and kicked off a wave of social-first menu items. Since then, other notable collabs include Popeyes with Megan Thee Stallion’s Hottie Sauce, and Wingstop with Rick Ross. Don’t forget Chipotle’s ongoing success with TikTok-driven challenges and influencer shoutouts. Did someone say #LidFlipChallenge and #GuacDance.
Wahlburgers’ move to feature the Boston Deli Boys continues this momentum with a hyper-local twist. It’s not just about reach; it’s about relatability. By tapping into influencers who embody the brand’s values and resonate with the community, Wahlburgers makes its message stick. The partnership isn’t performative; it’s flavorful, funny, and fiercely loyal to its Boston roots.
More Ways to Feast
For those looking to elevate their burger experience, guests can add a side of golden french fries or tater tots for only $1.95*. You could also cool things down, or would it be heat things up… with a kick from the Spicy Wahl-A-Rita. This fiery spring cocktail mixes 1800 Cucumber Jalapeño Tequila, Monin Agave, Cointreau, Blackberry Reàl Puree, and lime juice; all for $12*.
Regulars and newcomers alike can unlock even more perks by joining Wahlclub, Wahlburgers’ exclusive rewards program. Members get access to sneak peeks, special offers, and early looks at new menu items. Plus, the satisfaction of staying one bite ahead.
As Wahlburgers continues to grow its fanbase and presence both online and off, one thing’s clear: the Pepperoni Smash is more than a burger — it’s a bold statement of flavor, identity, and Boston grit.
Note: *Available in participating Wahlburgers locations. Prices may vary by location.
