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Can a Celebrity Burger Joint Save the American Dream Megamall in East Rutherford ?

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the staff of the Ridgewood blog

East Rutherford NJ, YouTuber and philanthropist MrBeast opened the first in-person MrBeast Burger at the American Dream megamall this past Sunday.

Up until now MrBeast Burger was a delivery-only fast-food restaurant chain founded and developed by internet personality Jimmy Donaldson, in partnership with Virtual Dining Concepts

It all began as a delivery-only concept in 2020. Other celebs like Wiz Khalifa, Tyga, Steve Aoki all opened ghost kitchens.

But MrBeast’s, of course, came with a promotional spectacle, in North Carolina at a pop-up, MrBeast gave away 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. Thousands of fans flocked to the mall, some of whom drove or waited hours for burgers, fries, and a photo op with MrBeast.

A Deloitte analysis found malls must expand food and experiential offerings to bring shoppers back in an increasingly digital world. Despite its many unique attractions, including theme parks, an aquarium, an ice skating rink and a ski slope the American Dream isn’t doing so hot.

It faced years of financial, legal, and construction issues including several bankruptcies before opening in 2019, just in time for COVID-19. In 2021, it reported $60m in losses , missed a series of bond payments  and suffered a fire at its indoor ski slope.

One thought on “Can a Celebrity Burger Joint Save the American Dream Megamall in East Rutherford ?

  1. Not from the review I read in the Letcher.

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