Whataburger, a beloved fast-food chain founded in Corpus Christi in 1950, has become an integral part of Texas culture over the past seven decades. With its iconic orange and white striped buildings and signature menu items, Whataburger has captured the hearts and taste buds of Texans across the state.
Throughout its history, Whataburger has faced numerous challenges and opportunities during major events in Texas. The restaurant chain’s ability to adapt and respond to changing circumstances has been crucial to its continued success and popularity among Texans. From natural disasters to economic fluctuations, Whataburger has demonstrated resilience and innovation in maintaining its operations and serving its loyal customer base.
1) Extended Drive-Thru Hours
During major Texas events, Whataburger adapted by extending its drive-thru hours. Many locations began offering 24/7 drive-thru service to meet increased demand.
This allowed customers to satisfy their cravings at any time, even during late-night events or early morning activities. The extended hours were particularly helpful for those attending festivals, concerts, or sporting events that ran into the night.
Whataburger’s drive-thru efficiency became crucial during these busy periods. Staff were trained to handle higher volumes of orders quickly and accurately.
The company also ensured its drive-thru menu clearly displayed all available items. This helped streamline the ordering process during peak times.
While dining room hours sometimes remained limited, the 24-hour drive-thru provided a convenient option for customers on the go. This adaptation allowed Whataburger to serve more customers and maintain its reputation for accessibility.
2) Mobile Ordering App Enhancement
Whataburger significantly upgraded its mobile ordering app to better serve customers during major Texas events. The app now allows users to easily browse the menu, customize orders, and save favorite items for quick reordering.
The enhanced app introduced a streamlined interface for faster navigation and checkout. Whataburger added new features like real-time order tracking and estimated pickup times to improve the customer experience.
To handle increased demand during events, the app implemented a queue system for busy locations. This helped manage order flow and provided more accurate wait time estimates for customers.
Whataburger expanded its rewards program within the app, offering special promotions and bonus points during big Texas gatherings. This incentivized app usage and helped alleviate in-store congestion.
The company also integrated local event information into the app, highlighting nearby Whataburger locations and their current wait times. This feature proved especially useful for out-of-town visitors attending major Texas events.
3) Implemented Contactless Payment
Whataburger embraced modern payment technologies to enhance customer convenience and safety. The iconic Texas chain introduced Apple Pay as a contactless payment option at its locations.
This allowed customers to make quick and secure transactions using their Apple devices. The move aimed to reduce physical contact during the payment process, especially important during major events and health concerns.
Whataburger also piloted an innovative biometric payment system in partnership with JPMorgan Payments and PopID. This pay-by-face technology enabled customers to check into their loyalty accounts and complete transactions with a simple glance.
The facial scan payment system stored customer images securely in PopID’s cloud archive for future identification and payment authorization. This cutting-edge technology promised faster transactions and improved efficiency at Whataburger locations.
By implementing these contactless payment options, Whataburger demonstrated its commitment to adapting to changing customer needs and preferences. The company’s forward-thinking approach helped maintain its position as a beloved fast-food chain while embracing technological advancements.
4) Introduced Limited-Time Menu
Whataburger expertly navigated major Texas events by introducing limited-time menu items. This strategy allowed the chain to stay relevant and exciting for customers during challenging periods.
The company regularly released new burgers and sandwiches to generate buzz. For example, they debuted the Bacon Blaze Jalapeño Double in October, featuring spicy ingredients like jalapeño ranch and cream cheese.
Whataburger also brought back popular items from their “WhataVault” to celebrate milestones. As part of their 75th anniversary in 2025, they plan to reintroduce legendary menu options based on customer requests.
The chain expanded beyond burgers with items like boneless WhataWings. Initially offered for a limited time, these proved so popular they became a permanent addition to the menu.
Seasonal offerings like the Breakfast Burger helped Whataburger capitalize on specific times of year. By rotating these special items, the restaurant kept customers eager to try the latest creations while maintaining their core menu favorites.
5) Supplier Coordination for Ingredients
Whataburger’s success during major Texas events hinged on effective supplier coordination. The company established clear communication channels with its vendors to ensure timely deliveries of fresh ingredients.
Whataburger invested in strategic distribution partnerships and warehouses across key locations like San Antonio, Dallas, Houston, Phoenix, and Atlanta. This network allowed for a robust farm-to-table supply chain, uncommon in fast food.
The restaurant chain sourced beef from various third-party suppliers, likely within Texas and neighboring states. This diverse network provided flexibility, allowing Whataburger to select the best beef for their burgers from multiple vendors.
During events that strained supply chains, Whataburger’s supplier relationships proved crucial. The company worked closely with vendors to anticipate demand spikes and adjust orders accordingly.
Whataburger’s commitment to using 100% fresh, never-frozen American beef remained unwavering. This dedication required precise coordination with suppliers to maintain quality standards while meeting increased demand during major events.
6) Collaborated with Local Agencies
Whataburger has consistently demonstrated its commitment to supporting Texas communities during major events. The fast-food chain frequently partners with local agencies to provide assistance and resources when needed most.
During natural disasters like hurricanes and floods, Whataburger works closely with emergency management teams. They coordinate efforts to keep select locations open, ensuring first responders and affected residents have access to food.
The company also collaborates with food banks and charitable organizations during times of crisis. Whataburger donates meals, supplies, and funds to help those impacted by significant events.
In times of economic hardship, Whataburger has joined forces with local workforce agencies. They participate in job fairs and employment initiatives to support communities facing high unemployment rates.
Whataburger’s partnerships extend to public health departments as well. During disease outbreaks or public health emergencies, they work together to implement safety measures and distribute important information to customers.
These collaborations highlight Whataburger’s adaptability and dedication to serving Texas communities beyond just providing food. By working with local agencies, the company plays an active role in supporting Texans through various challenges.
7) Upgraded Delivery Partnerships
Whataburger recognized the growing demand for convenient food delivery options during major Texas events. The company formed strategic partnerships with popular delivery platforms to expand its reach and serve customers unable to visit physical locations.
Whataburger integrated its ordering system with services like Grubhub, DoorDash, and Uber Eats. This allowed customers to easily order their favorite menu items through familiar apps and interfaces.
The chain also invested in its own delivery infrastructure, enhancing the Whataburger app to offer direct delivery services. This move provided loyal customers with a seamless ordering experience while maintaining brand control.
During large-scale events like state fairs or sports tournaments, Whataburger coordinated with its delivery partners to ensure adequate driver coverage. This helped manage increased order volumes and maintain timely deliveries.
Whataburger implemented special promotions and discounts for delivery orders during major events. These incentives encouraged customers to try the delivery service and helped offset potential increased costs associated with high-demand periods.
The company also introduced event-specific packaging for delivery orders. This added a festive touch to meals and helped create a connection between Whataburger and the ongoing celebrations across Texas.
8) Enhanced Employee Safety Measures
Whataburger prioritized employee safety during major Texas events by implementing robust measures. The company developed comprehensive incident management protocols to protect staff during crises.
Employees received thorough training on emergency procedures and evacuation plans. Whataburger invested in advanced safety equipment and upgraded facilities to withstand severe weather events.
The company established a dedicated Command Center team to coordinate responses during unexpected incidents. This team utilized a hybrid form of the Incident Command System to manage threats to operations or employee safety.
Whataburger implemented a phased approach for major responses like hurricanes. Each team had specific responsibilities depending on the incident phase. After events concluded, the company focused on ensuring employees had time to recover personally.
To promote ongoing safety awareness, Whataburger encouraged staff to identify potential risks. The company rewarded employees who suggested valuable improvements to safety procedures, fostering a culture of proactive safety.
9) Offered Discounts During Storms
Whataburger demonstrated its commitment to community support by offering discounts during severe weather events in Texas. The fast-food chain recognized the challenges faced by residents during storms and implemented special pricing to ease the financial burden.
During hurricanes and winter storms, Whataburger reduced prices on select menu items. This thoughtful gesture provided affordable meal options for those affected by the extreme weather conditions.
The company’s mobile app played a crucial role in communicating these storm-related discounts to customers. Users could easily access information about special offers and nearby open locations during weather emergencies.
Whataburger’s discounts during storms extended beyond just food. The chain also offered reduced prices on certain merchandise and promotional items, providing additional support to communities facing difficult circumstances.
These actions reinforced Whataburger’s reputation as a caring Texas institution. By offering discounts during challenging times, the company helped maintain its strong connection with loyal customers while assisting those in need.
Adapting to Natural Disasters
Whataburger has developed robust strategies to respond to hurricanes and prepare for winter storms, ensuring business continuity and community support during challenging times.
Strategies for Hurricane Response
Whataburger’s hurricane response plan prioritizes employee safety and rapid restaurant reopening. The company establishes clear communication channels to keep staff informed about closures and reopening schedules.
Portable generators are strategically positioned to power essential equipment in affected areas. Whataburger also coordinates with local authorities to provide food and support to first responders and evacuees.
The company leverages its mobile app to provide real-time updates on restaurant operational status, helping customers locate open locations during power outages. This innovative use of technology has proven especially valuable during recent hurricanes.
Winter Storm Preparedness
Whataburger’s winter storm preparedness focuses on maintaining safe operations and supporting communities. The company invests in cold-weather equipment for its restaurants, including backup heating systems and ice-melting supplies.
Staff receive specialized training on winter weather procedures, covering topics like safe food storage during power outages and modified cooking processes. Whataburger also adjusts its supply chain to ensure adequate inventory of essential ingredients.
During severe winter events, the company works closely with local utility providers to prioritize power restoration to its restaurants. This enables Whataburger to serve as a vital resource for hot meals and shelter in affected communities.
Collaborations and Partnerships
Whataburger has engaged in strategic collaborations and partnerships to strengthen its brand and support Texas communities. These efforts span cross-promotional campaigns, charitable initiatives, and coordination with local authorities during major events.
Community Support Initiatives
Whataburger actively partners with Texas-based organizations to reinforce its Lone Star State identity. The company sponsors local sports teams and events, including Texas high school football games. In spring 2025, Whataburger plans to launch a limited-edition fashion line in collaboration with Wrangler, featuring denim jackets, vests, jeans, and graphic tees.
The fast-food chain also works with local charities to give back to communities. During the Wrangler National Finals Rodeo in Las Vegas, Whataburger showcased its upcoming merchandise collaboration, bringing a taste of Texas to the event.
Working with Local Authorities
Whataburger coordinates with local authorities during major Texas events to ensure smooth operations and support community needs. This includes adjusting store hours, implementing traffic management plans, and providing food services for emergency responders.
The company’s orange-and-white striped A-frame restaurants serve as recognizable landmarks, often used as meeting points or distribution centers during large-scale events. Whataburger works closely with city officials to determine how its locations can best serve the community during festivals, sporting events, or emergency situations.