--- title: Can celebrity burgers save a mall? - The Hustle description: People waited hours for MrBeast’s burgers and fries at a New Jersey megamall. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1407460545-HS-News-Brief_2022-09-06T224554.054Z-scaled.webp --- # Can celebrity burgers save a mall? ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: September 07, 2022 Updated: October 11, 2023 YouTuber and philanthropist MrBeast opened the first in-person [MrBeast Burger](https://mrbeastburger.com/) at the [American Dream](https://www.americandream.com/#) megamall in New Jersey on Sunday. ![Can celebrity burgers save a mall?](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1407460545-HS-News-Brief_2022-09-06T224554.054Z-scaled.webp?width=595&height=400&name=1407460545-HS-News-Brief_2022-09-06T224554.054Z-scaled.webp) It began as a delivery-only concept [in 2020](https://twitter.com/MrBeast/status/1340425884344463360?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1340425884344463360%7Ctwgr%5E3653656ef6f0e15eb700238e061acdfbf0cb684f%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fhypebeast.com%2F2020%2F12%2Fyoutube-star-mrbeast-burger-chain-launch-announcement). Other celebs — Wiz Khalifa, Tyga, Steve Aoki — [opened](https://thespoon.tech/from-wiz-khalifa-to-tyga-are-celebrity-ghost-kitchens-the-next-big-thing/) ghost kitchens, too. But MrBeast’s, of course, came with spectacle: - At a [pop-up](https://www.mashed.com/308763/the-untold-truth-of-mrbeast-burger/) in North Carolina, he [gave away](https://www.youtube.com/watch?v=dg2Ag3e8W-Q) food, cash, iPads, and a car. It was so popular, cops had to intervene due to traffic. - The chain opened with a whopping 300 virtual locations, and now has 1k+ across North America and Europe. Its new restaurant was no exception. [Thousands](https://www.northjersey.com/story/news/local/2022/09/04/mrbeast-burger-restaurant-opens-american-dream-mall-nj/65467642007/) of fans flocked to the mall, some of whom drove or waited hours for burgers, fries, and a photo op with MrBeast. #### **It could be a boon for the mall** A Deloitte analysis [found](https://www2.deloitte.com/content/dam/Deloitte/ca/Documents/consumer-industrial-products/ca-future-of-the-mall-en-AODA.pdf) malls must expand food and experiential offerings to bring shoppers back in an increasingly digital world. Despite its unique attractions — including theme parks, an aquarium, and an ice skating rink — American Dream isn’t doing so hot. It faced years of financial, legal, and construction issues before opening in 2019, just in time for covid. In 2021, it reported [$60m](https://www.northjersey.com/story/news/2022/05/08/east-rutherford-nj-american-dream-claims-60-m-loss-2021/9679605002/) in losses and suffered [a fire](https://www.nj.com/news/2021/09/fire-breaks-out-at-the-american-dream-mall.html) at its indoor ski slope. Perhaps some viral smash burgers is just the boost it needs. Topics: [Ecommerce And Retail](https://hs-sbup.thehustle.co/tag/ecommerce-and-retail) [Food](https://hs-sbup.thehustle.co/tag/food) ## Follow us on social media prev next - ![Holy smokes, there may actually be a limit to Texans’ love of barbecue](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1244337807-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Texas-BBQ_20230928210924.webp) ### Holy smokes, there may actually be a limit to Texans’ love of barbecue - ![Think your industry is weird? 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