We cover restaurants, retail, and real estate — every opening before the doors open, the brands moving into your neighborhood, and commercial development before it breaks ground.
Whatnow began in 2010 as What Now Atlanta, a blog founded by Caleb J. Spivak that became the city’s trusted source for yet-to-open restaurants. Instead of waiting for press releases, he reported on leases, permits, and coming-soon intel months before doors opened.
In 2017 the work formalized as Whatnow Media Group, with a Preferred Partner Program and in-person events connecting vendors to those operators. Los Angeles launched in 2019, then a national expansion that now covers 33 markets in the United States and Canada. A newsroom of researchers and reporters still works that way today — public records, local sourcing, and verification — with coverage that has grown from restaurants into retail and commercial real estate.