When you pull up to that spot on Melrose, the energy is just different. It isn’t just about the smell of sizzling Wagyu or those perfectly crispy edges on a smashburger. People are standing in line for something bigger. They want a piece of a legacy. If you've been wondering who owns Marathon Burger, the answer isn't some faceless hospitality group or a corporate conglomerate looking to flip a brand for profit.
It’s family. Specifically, the estate of the late, legendary Nipsey Hussle.
The man leading the charge on the ground is Samiel Asghedom, better known to the world as Blacc Sam. He’s Nipsey’s older brother, and honestly, he’s been the backbone of The Marathon brand since they were selling mixtapes and T-shirts out of the trunk of a car on the corner of Crenshaw and Slauson. But he isn't doing it entirely alone. There’s a tight-knit circle involved here, including long-time business partners like Jorge Peniche and Casey Parker.
The Core Team Behind the Counter
Basically, Marathon Burger is the culinary arm of the broader Marathon empire. While Nipsey (born Ermias Asghedom) provided the blueprint and the "Hussle and Motivate" philosophy, Sam is the one making sure the grills stay hot and the vision stays pure.
It’s kinda wild to think about, but Sam and Nipsey actually worked as cooks together way back in the day. They used to talk about opening a restaurant all the time. They knew they could run one. So, when the first brick-and-mortar location officially cut the ribbon on March 1, 2025, at 7507 Melrose Ave, it wasn't just a business opening. It was a promise kept.
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You've also got Casey Parker in the mix as a key partner. If that name sounds familiar in the LA food scene, it should. His father owned the legendary Larry Parker’s diner, a late-night staple that defined a certain era of Los Angeles culture. That DNA is all over Marathon Burger—from the old-school speakers to the fact that the Melrose location stays open until 3 a.m. to feed the late-night crowd.
Why Ownership Matters Here
In a city like Los Angeles, where gentrification eats neighborhoods for breakfast, the fact that who owns Marathon Burger remains rooted in the original family and community is a huge deal. It’s about "buying back the block."
- Samiel "Blacc Sam" Asghedom: The primary operator and visionary.
- The Estate of Nipsey Hussle: Ensuring the proceeds and the brand equity stay within the family.
- Cordell Broadus: Snoop Dogg’s son has been publicly linked to the expansion, specifically helping announce the third location in Long Beach.
- Jorge Peniche: A trusted collaborator who has been with the brand since the 2010 The Marathon mixtape.
More Than Just One Location
The growth has been aggressive but calculated. They started as a pop-up in 2024, taking over a former Johnny Rockets space to test the waters. It worked. People didn't just show up; they swarmed.
By mid-2025, they’d already expanded to the Venice Beach Boardwalk. You can find them at 1827 Ocean Front Walk, right by the basketball courts. Then came the announcement for the Long Beach spot on Pine Avenue. They are turning a local favorite into a legitimate chain, but one that feels independent because the owners are actually in the kitchen. Sam has been spotted multiple times hopping on the line to cook when things get busy.
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What’s Actually on the Menu?
If you're going to claim the "Marathon" name, the product has to be elite. They aren't cutting corners. They use organic products and high-end Wagyu beef. The fan favorite is definitely the signature Marathon Burger, which comes with two patties, Fresno peppers, and a secret sauce that people are low-key obsessed with.
They’ve also done some clever collaborations. For the 25th anniversary of SpongeBob SquarePants, they actually created a real-life "Krabby Patty." It wasn't just a gimmick; it was a way to bring that sense of fun and community nostalgia that Nipsey always championed. They even have vegan options and tiger shrimp burgers, because the goal was always to be inclusive.
The Financial Vision
Let’s talk business for a second. The Marathon brand is aiming to become a full-on lifestyle entity. We're talking clothing, music, cannabis, and now hospitality. When you look at who owns Marathon Burger, you’re looking at a case study in generational wealth.
Sarah Harris, the president of the Black Business Association, has been vocal about how important this venture is. It represents a shift from just being "consumers" to being "owners." The restaurant even offers a "Marathon Rooftop" experience nearby for exclusive shopping. Everything is interconnected.
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Key Takeaways for Fans and Foodies
If you’re planning a visit or just following the business moves, here’s the reality of the situation:
- It’s 100% Black-owned. This isn't a licensing deal where a celebrity just puts their name on a menu. The Asghedom family owns the land, the brand, and the recipes.
- The locations are strategic. From Melrose to Venice to Long Beach, they are hitting spots with high foot traffic and cultural significance.
- The hours are for the people. Opening at 7 a.m. for breakfast and closing at 3 a.m. means they are serving the community at all hours, just like the old-school diners Nipsey loved.
Honestly, the most impressive thing isn't the food—it's the persistence. Most celebrity-adjacent businesses fail within the first year because they lack "the hustle." But Sam and the team have treated this like a marathon, not a sprint. They took their time building out the interior of the Melrose shop while only serving on the patio for months, just to make sure the vibe was perfect before the grand reveal.
If you want to support the legacy, go get a burger. But also pay attention to how they're doing it. They're proving that you can scale a business without losing your soul or selling out to a massive corporation. The marathon really does continue, one patty at a time.
Next Steps for You:
If you're in LA, head to the Melrose location early—the lines for the Wagyu patties get long, especially on weekends. You can also check out The Marathon Clothing website to see how the restaurant fits into the larger brand ecosystem. Stay tuned for the Long Beach opening on Pine Avenue, which is slated to be their most ambitious spot yet.