Whataburger, a beloved fast food chain in Texas and beyond, traces its roots back to a single burger stand in Corpus Christi. On August 8, 1950, Harmon Dobson opened the first Whataburger restaurant, introducing a vision that would shape the burger landscape for decades to come. The original Whataburger was served on Ayers Street in Corpus Christi, marking the birth of what would become an iconic Texas institution.
Dobson’s goal was to create a burger so big that customers would exclaim “What a burger!” when they saw it. This commitment to quality and size set Whataburger apart from other fast food establishments of the time. The restaurant’s success led to rapid expansion, with new locations opening across Texas and neighboring states.
As Whataburger grew, it maintained its focus on fresh, made-to-order burgers while expanding its menu to include other popular items. The company’s signature orange-and-white-striped buildings became landmarks in their own right, instantly recognizable to burger enthusiasts. Today, Whataburger stands as a testament to Dobson’s original vision, serving customers across multiple states while remaining true to its Texas roots.
History of Whataburger
Whataburger’s journey from a single burger stand to a beloved regional chain spans over seven decades. The company’s growth reflects its commitment to quality and customer satisfaction.
The Founding by Harmon Dobson
Harmon Dobson founded Whataburger in 1950 with a vision to create a burger so big it would take two hands to hold. He opened the first Whataburger stand in Corpus Christi, Texas, selling burgers for 25 cents each.
Dobson’s goal was to make people exclaim “What a burger!” when they saw the sizeable, five-inch bun. His focus on quality ingredients and generous portions quickly gained a loyal following.
The founder’s dedication to customer service and fresh food became cornerstones of the Whataburger brand. These principles guided the company’s growth in its early years.
Ayers Street: The Original Location
The first Whataburger opened on August 8, 1950, at 2609 Ayers Street in Corpus Christi. This humble location marked the beginning of a Texas fast-food legend.
The original stand was a simple structure with no indoor seating. It featured Whataburger’s distinctive orange and white color scheme, which later became iconic.
Despite its modest start, the Ayers Street location proved immensely popular. Long lines of customers eager to try the oversized burgers were common.
This success at the original site paved the way for Whataburger’s expansion across Texas and beyond.
Expansion Over Decades
Whataburger’s growth accelerated in the 1960s. The company introduced its first A-frame restaurant design in Odessa, Texas, in 1961.
By 1967, Whataburger had expanded to 40 locations across four states. The menu grew to include French fries and hot pies.
In the 1970s and 1980s, Whataburger continued to expand its reach and menu offerings. The company introduced breakfast items and extended its hours to 24/7 operation in many locations.
By 2001, Whataburger celebrated its 500th restaurant opening. The chain had become a cultural icon in Texas and neighboring states.
Ownership and BDT Capital Partners
For nearly 70 years, Whataburger remained under the ownership and management of the Dobson family. This family-run approach helped maintain the company’s core values and culture.
In June 2019, the Dobson family sold their majority stake to BDT Capital Partners. This Chicago-based merchant bank specializes in family- and founder-led companies.
The Dobsons retained a minority stake in the business. They emphasized that the company would maintain its headquarters in San Antonio, Texas.
Under BDT’s ownership, Whataburger has continued to expand while striving to preserve its unique identity and loyal customer base.
Whataburger’s Brand and Identity
Whataburger’s distinctive visual identity and marketing strategies have played a crucial role in establishing its iconic status in the fast food industry. The brand’s signature elements and memorable campaigns have helped create a strong emotional connection with customers.
Trademark Orange and White A-Frame
Whataburger’s most recognizable symbol is its orange and white A-frame restaurant design. Introduced in 1961 in Odessa, Texas, this architectural style quickly became synonymous with the brand. The striking color scheme and unique shape make Whataburger locations easily identifiable from a distance.
The A-frame design serves both practical and branding purposes. It provides ample visibility for passing motorists and creates a sense of nostalgia for many customers. While not all modern Whataburger restaurants feature the full A-frame structure, elements of this iconic design are often incorporated into newer buildings.
Advertising Campaigns and Slogans
Whataburger has employed various memorable advertising campaigns and slogans throughout its history. One of the most enduring taglines is “What a burger!” – a phrase that echoes the exclamation founder Harmon Dobson hoped to elicit from customers.
Other popular slogans have included:
- “Just like you like it”
- “It’s a Whataburger”
- “We’re not just a burger”
These campaigns often emphasize Whataburger’s Texas roots, custom-made burgers, and commitment to quality. The brand frequently uses humor and relatable situations in its advertisements to connect with its target audience.
Whataburger’s marketing efforts extend beyond traditional advertising. The company actively engages with customers on social media platforms, creating buzz around limited-time menu items and encouraging user-generated content.
Menu Offerings
Whataburger’s menu features a diverse range of options, from their signature burgers to breakfast items and sides. The restaurant chain has expanded its offerings over the years to cater to different tastes and preferences.
Burgers and Specialty Items
The classic Whataburger remains the cornerstone of the menu. This iconic burger is made with 100% pure beef patty, mustard, lettuce, tomatoes, pickles, and diced onions on a toasted 5-inch bun. For those with bigger appetites, the Double Meat Whataburger and Triple Meat Whataburger are available.
Specialty items include the Whatachick’n sandwich, featuring a breaded chicken filet. The Whataburger Jr. offers a smaller portion for lighter eaters or children. Customers can customize their burgers with various toppings and sauces, allowing for thousands of possible combinations.
Breakfast on a Bun and 24-Hour Service
Whataburger introduced breakfast items in 1979, expanding their appeal beyond lunch and dinner. The Breakfast on a Bun, served on a small bun with egg, cheese, and a choice of bacon or sausage, quickly became popular. In 1982, select Whataburger locations began offering 24-hour service, allowing customers to enjoy their favorite meals at any time of day.
The breakfast menu also includes taquitos and the Honey Butter Chicken Biscuit, a sweet and savory combination that has gained a cult following.
French Fries and Sides
French fries are a staple side at Whataburger, known for their crispy exterior and fluffy interior. Other popular sides include onion rings, added to the menu in the 1970s. These crispy, battered rings provide a flavorful alternative to fries.
For those seeking healthier options, Whataburger offers a side salad. The chain also introduced apple slices as a side choice for kids’ meals. Jalapeños, added as a topping option in the 1970s, can be ordered as a side for those who enjoy an extra kick of heat with their meal.
Geographical Footprint
Whataburger’s expansion from its Texas roots to multiple states across the Southern and Southwestern U.S. reflects its growing popularity and strategic business decisions.
Growth in Texas and Beyond
Whataburger’s first restaurant opened in Corpus Christi, Texas in 1950. By 1963, the chain had expanded to 26 locations across Texas, Florida, Tennessee, and Arizona. The company’s growth accelerated in the following decades.
In 1961, Whataburger opened its first iconic A-Frame restaurant in Odessa, Texas. This distinctive design became a hallmark of the brand. The chain reached significant milestones, opening its 400th location in 1987 and its 500th in 1995.
Whataburger expanded into New Mexico, Oklahoma, and Louisiana. It later entered Alabama, Mississippi, and Georgia. The company’s presence grew strongest in Texas, where it became a beloved local institution.
Franchises and Corporate Expansion
Whataburger initially grew through a mix of corporate-owned and franchised locations. This strategy allowed for rapid expansion while maintaining quality control.
The company expanded into new markets like Kansas and Missouri. It also entered major cities outside its core region, including Atlanta and Nashville. Whataburger’s menu evolved to cater to local tastes while maintaining its core offerings.
In recent years, Whataburger has pushed into the Midwest and explored opportunities in states like Nevada and Colorado. The chain’s San Antonio headquarters continues to oversee this growth, balancing expansion with maintaining the brand’s Texas roots and signature quality.
Cultural Impact
Whataburger has become deeply ingrained in Texas culture, expanding its influence across the Southern United States. The fast-food chain’s iconic orange and white stripes have become synonymous with Texan identity and regional pride.
Featured in Media and Entertainment
Whataburger has made numerous appearances in popular culture. The chain has been featured in movies, TV shows, and music videos, often representing the essence of Texas. Country music artists have mentioned Whataburger in their lyrics, cementing its status as a cultural touchstone. The brand’s distinctive A-frame design has become a recognizable symbol in film and television, instantly signifying a Texan setting.
Sports teams and athletes have also embraced Whataburger, with some professional players even incorporating the chain into their victory celebrations. This media presence has helped solidify Whataburger’s position as more than just a fast-food restaurant, but a cultural institution.
Involvement in Communities
Whataburger has maintained strong ties to local communities since its inception. The chain regularly sponsors youth sports teams, educational initiatives, and charitable events. Its scholarship programs have supported countless students, including those attending Del Mar College in Corpus Christi, where the first Whataburger was established.
The company’s family-owned history has contributed to its community-focused approach. Local franchisees often become pillars of their communities, participating in civic organizations and supporting local causes. This grassroots involvement has helped Whataburger maintain its image as a “Texas Treasure” despite its expansion beyond state lines.
National Whataburger Day and Milestones
August 8th, the anniversary of Whataburger’s founding, has been unofficially celebrated as National Whataburger Day by fans. The company marks this occasion with special promotions and events, drawing attention to its history and cultural significance.
Whataburger’s milestones are often celebrated as cultural events in Texas. The opening of the 500th and 800th locations were marked with fanfare and media coverage. When BDT Capital Partners acquired the majority stake in Whataburger in 2019, it made national news and sparked discussions about the chain’s future and its importance to Texas identity.
The Historical Association of Texas has recognized Whataburger’s cultural impact, highlighting its role in shaping the state’s modern identity. From its humble beginnings as a single hamburger stand to its current status as a beloved regional chain, Whataburger’s journey reflects the entrepreneurial spirit and growth of Texas itself.
Corporate and Financial Information
Whataburger has experienced significant growth and financial success since its founding. The company’s revenue, partnerships, and expansion strategies have played key roles in its development as a major fast food chain.
Revenue and Business Growth
Whataburger’s annual revenue reached $6.7 million in 2023, according to available data. The company operates 828 restaurants across 10 states, showcasing its successful expansion beyond its Texas roots. Whataburger employs 175 people, with a revenue per employee ratio of $38,286.
The fast food chain has steadily increased its market presence through strategic growth initiatives. Its menu offerings extend beyond burgers to include desserts, snacks, salads, and drinks, catering to diverse customer preferences.
Partnerships and Investment
In a significant move, Whataburger partnered with BDT Capital Partners in 2019. This investment aimed to fuel the burger joint’s expansion plans and enhance its competitive position in the fast food industry.
The company’s leadership team has played a crucial role in its financial management. Ed Nelson, who joined as Chief Financial Officer in 2008, has overseen finance, accounting, treasury, and business risk operations. Since 2005, the company has maintained an in-house general counsel, demonstrating its commitment to robust legal and business practices.