Get ready South Florida, the burger invasion has begun. The Beauty and The Beeeef – whose motto is “good food brings people closer and makes you feel better, one burger at a time” – is set to open its first U.S. location in mid April at The Mall at Wellington Green in Wellington, Florida.

“We’re just three guys from Montreal who are sick of the cold,” said owner and restaurateur, Sam Salah. “We’re ready to enjoy South Florida and share our passion for comfort food, cocktails, and culture. Palm Beach County has terrific energy, and we know The Beauty and The Beeeef will be a nice complement to an already awesome area.”

Salah credits the choice of southern Florida to fond memories spent building sand castles on the beach during winter family vacations. Stunning visuals and alluring captions of Discover The Palm Beaches’ Instagram account convinced them that Palm Beach County was where they would make their fantasy of living the American dream into a reality.

Since childhood, Sam and Mario Habre grew up ensconced in their family’s restaurants. Today, the two friends are each second-generation restaurateurs who credit their culinary philosophy to dear old dad. “Our fathers were chefs and co-owned restaurants together,” recalled Salah. “We would debate whose dad was the better cook!” Recently, the two men were introduced to Mark Miessels, and “we fell in love with him instantly,” laughed Salah.

“Everything we do for our guests is over the top, from reinventing classic cheeseburgers and crafting cool cocktails, to spelling “beef” with four vowels,” said Salah. “If a guest can correctly guess what each ‘e’ stands for, then their meal is on the house. That’s just how we roll.”

Open daily for lunch and dinner, The Beauty and The Beeeef has a guest capacity of 299, including alfresco dining. The spacious floor plan has an industrial vibe with a mix of warm fabrics coupled with funky street art murals with a rock n’ roll flavor. A curated collection of novelties hand plucked from nearby Hillsboro Antique Mall will add a splash of whimsical charm.

The Beauty and The Beeeef’s menu includes a selection of globally-inspired flavors, including salads, grilled burgers and gourmet sandwiches, and more than 20 varieties of poutine, which is arguably the largest selection south of Montreal. Happy Hour is Monday through Friday, 4 p.m. to 7 p.m., and features beer, sangria, and handcrafted cocktail specials.

The restaurant is currently promoting a contest on their Facebook page (@beautyandbeeeefwellingtongreen) where a lucky fan(s) can win $25 in food every day for one month, if they guess the correct opening date. Additional details can be found on the pinned post.

The Beauty and The Beeeef is located at 10300 W. Forest Hill Blvd., Suite 239, Wellington, FL 33414. Restaurant hours are Sunday-Tuesday, 11:30 a.m.-11 p.m.; Wednesday-Thursday, 11:30 a.m.-midnight; Friday-Saturday, 11:30 a.m.-1 a.m. Bar hours are Monday-Sunday, 11:30 a.m.-close. The restaurant is located on the upper level near Macy’s and Paragon Wellington Theater.

For more information, visit or call 561-612-4511. Follow us on Instagram @beautyandbeeeefwpb and Facebook @beautyandbeeeefwellingtongreen.

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