Wahlburgers (Wed, A&E)

Unfortunately I don't have one near me so I know nothing of the advertising but I hear the one in Myrtle Beach is very popular with the people I know that have been. My sister went this past week but I haven't heard her review yet. The way NKOTB concerts/events sell so quickly I wouldn't be surprised if like Elijah said the Moms are the ones keeping the business growing!

The family is being pretty smart protecting themselves financially, because all the stores opening around the country are franchises.  They provide promotion and advertising through the show and through their social media, but the franchisee in each city takes on most of the financial liability.
I work not too far from a location, so I'm in there from time to time.  I was there one day when Paul was there with a film crew, and got to talking to the store manager for a bit. He said that they usually get less than 24 hours notice when they are coming in to film.  He said they were somewhat on alert at this location in that window of time because Mark was in town filming a movie. But they'd gotten a call after closing the night before saying Paul would be on a plane first thing in the morning to film, and there he was.  From talking to him, it seemed like they use filming the show as a means to "inspect" each location, and doing things so randomly creates a draw with people never knowing where a Wahlberg may show up. 
They are also using Skype technology now where any member of the family can periodically skype into a location and be put on the big screen in the restaurant to greet the patrons.

I think there were probably two things that persuaded him - money, and a youngest brother who has attained a level of power big enough that in the family when he says he wants something, he gets it.  Mark just comes across to me as someone who doesn't give a damn what others want, he's going to do it his way and has the money to do so.  No question that attitude has brought him the success that he has, but I think that it would allow him to disregard Paul's feelings on expansion too.
AND, I guess we can't lose sight of this being a reality show, and it's quite possible that Paul's control issues were exaggerated for drama and entertainment.