Whataburger, a beloved fast food chain in the American South, traces its roots back to a single restaurant in Corpus Christi, Texas. Founded by Harmon Dobson and Paul Burton in 1950, the original Whataburger set the standard for the franchise’s commitment to quality and customer satisfaction. The first Whataburger location served massive, five-inch hamburgers that required two hands to hold, setting it apart from competitors and earning a loyal following.
While the original building no longer stands, its legacy lives on. A replica of the first Whataburger restaurant can be found at 4126 S Staples St in Corpus Christi, offering visitors a glimpse into the chain’s humble beginnings. This 24-hour location serves as a tribute to the company’s history and the vision of its founders.
Over the decades, Whataburger has expanded its menu and reach while maintaining its core values. The chain now boasts over 800 locations across the southern United States, with its headquarters in San Antonio, Texas. Despite its growth, Whataburger continues to honor its original recipe and commitment to fresh, made-to-order burgers that have captivated customers for generations.
History of Whataburger
Whataburger’s journey from a single burger stand to a beloved regional chain spans over seven decades. The company’s growth was marked by innovation, family leadership, and a commitment to quality that resonated with customers across the southern United States.
Founding in Corpus Christi
Harmon Dobson and Paul Burton founded Whataburger in 1950 in Corpus Christi, Texas. Their first restaurant opened on Ayers Street, featuring a unique quarter-pound burger on a 5-inch bun. This was twice the size of standard burgers at the time.
Dobson’s vision was to create a burger so big that customers would exclaim “What a burger!” when they saw it. The restaurant’s success was immediate, with $50 in sales on the first day.
Growth and Expansion
Whataburger expanded rapidly throughout Texas in the 1950s and 1960s. The chain introduced its iconic A-frame buildings with orange and white stripes, making the restaurants easily recognizable.
By 1960, Whataburger had grown to 17 locations across Texas. The company continued to innovate, adding new menu items and expanding into neighboring states.
In 1967, Whataburger opened its first restaurant outside of Texas in Pensacola, Florida. This marked the beginning of its regional expansion.
The Whataburger Family
After Harmon Dobson’s passing in 1967, his wife Grace took over the company’s leadership. She became one of the first women to lead a major restaurant chain in the United States.
The Dobson family maintained ownership and control of Whataburger for nearly 70 years. Their leadership was characterized by a commitment to quality and customer service.
In 2019, the Dobson family sold their majority stake to BDT Capital Partners. However, they retained a minority ownership and continue to be involved in the company’s operations.
Whataburger’s headquarters moved to San Antonio, Texas in 2009, solidifying its presence in the state where it all began.
Branding and Trademark
Whataburger’s iconic branding and trademark have played a crucial role in establishing its identity as a beloved Texas institution. The company’s distinctive logo, signature menu items, and official recognition as a Texas Treasure have all contributed to its enduring success.
The Whataburger Logo
Whataburger’s logo has undergone several evolutions since the company’s founding in 1950. The original design featured the word “Whataburger” in a stylized script font, reflecting mid-20th century design trends that emphasized friendliness and approachability.
In 1985, the company introduced a new logo with a striking orange and white color scheme. This design bore a resemblance to Wonder Woman’s logo, which was launched by DC Comics the same year.
The current Whataburger logo features a bold, custom typeface called Whatafont Regular. This unique font helps maintain brand consistency across various marketing materials and merchandise.
Signature Menu Items
Whataburger’s trademark extends beyond its logo to include several signature menu items. The chain’s namesake Whataburger has been a staple since 1950, featuring a large beef patty on a 5-inch bun.
Other trademarked items include:
- Whatachick’n: A crispy chicken sandwich
- Whatacatch: A fish sandwich
- Whatabreakfast: The company’s line of breakfast offerings
These distinctive names reinforce the brand’s identity and create a memorable experience for customers.
Texas Treasure Status
In recognition of its cultural significance, Whataburger received the designation of “Texas Treasure” from the Texas State Historical Association. This honor acknowledges the company’s contributions to the state’s culinary heritage and business landscape.
The Texas Treasure status solidifies Whataburger’s position as more than just a fast-food chain. It represents a piece of Texas history and a source of pride for many residents.
This recognition has helped Whataburger maintain its reputation as a “better burger” option, distinguishing it from national competitors and reinforcing its deep Texas roots.
Menu Offerings
Whataburger’s menu features a diverse range of items centered around their signature burgers. The offerings include classic hamburgers, breakfast options, and alternative choices to cater to various tastes and dietary preferences.
Hamburgers
The Original Whataburger stands as the cornerstone of the menu. This iconic burger comes with mustard, lettuce, tomatoes, pickles, and onions on a toasted bun. The Whataburger Jr. offers a smaller version for lighter appetites.
For those seeking more flavor, the menu includes specialty burgers like the Sweet & Spicy Bacon Burger. Customization options allow customers to add or remove toppings, choose different bun types, or upgrade to a double or triple patty.
Whataburger’s commitment to quality is evident in their use of 100% pure beef patties, freshly prepared vegetables, and toasted buns.
Breakfast Options
Whataburger serves breakfast items from 11 p.m. to 11 a.m. daily. The Breakfast on a Bun is a popular choice, featuring a fresh egg, cheese, and choice of bacon or sausage on a toasted bun.
Taquitos with cheese offer a Tex-Mex inspired option, filled with scrambled eggs and a choice of bacon, sausage, or potato. For heartier appetites, the Breakfast Platter includes eggs, a choice of meat, hash browns, and a biscuit.
Pancakes, biscuits and gravy, and cinnamon rolls round out the breakfast menu, providing sweet and savory options for morning diners.
Alternatives and Additions
Beyond burgers and breakfast, Whataburger offers a variety of alternatives. The Whatachick’n sandwich provides a grilled or crispy chicken option. Salads, such as the Apple & Cranberry Chicken Salad, cater to health-conscious customers.
Side items include French fries, onion rings, and apple slices. For dessert, Whataburger serves shakes in flavors like vanilla, chocolate, and strawberry. Hot apple and lemon pies are also available.
Seasonal offerings, like the White Chocolate Peppermint Shake, provide limited-time variety to the menu. These rotating items keep the menu fresh and exciting for regular customers.
Expansion Beyond Texas
Whataburger’s growth trajectory took the beloved Texas chain far beyond its Lone Star roots. The company’s strategic expansion brought its signature flavors to numerous states across the Southern and Southwestern United States.
Franchise Operations
Whataburger began franchising operations in 1959, marking a pivotal moment in its expansion strategy. The first franchise location opened in Pensacola, Florida, establishing Whataburger’s presence outside Texas. This move paved the way for rapid growth across multiple states.
Franchising allowed Whataburger to maintain its quality standards while tapping into local markets. The company carefully selected franchisees who shared its commitment to customer service and food quality. This approach ensured consistency across locations as Whataburger expanded its footprint.
National Footprint
Whataburger’s expansion beyond Texas gained momentum in the following decades. The chain established a strong presence in neighboring states like Oklahoma, New Mexico, and Louisiana. By the early 2000s, Whataburger had ventured into Arizona, Mississippi, and Alabama.
More recent expansion efforts targeted states further from its Texas roots. Kansas and Missouri welcomed their first Whataburger locations in the early 2020s. The chain also announced plans to enter Tennessee, Georgia, and Colorado markets.
As of 2024, Whataburger operates over 900 locations across 14 states. While Texas remains its core market, the chain’s orange-and-white striped restaurants have become familiar sights from Florida to Arizona.
Cultural Impact
Whataburger has become deeply woven into the cultural fabric of Texas and beyond. The burger chain’s influence extends far beyond fast food, shaping local communities and collaborating with iconic brands.
Collaborations and Contributions
Whataburger’s partnerships showcase its cultural significance. In 2017, the company teamed up with Texas-based James Avery to create an $80 sterling silver charm, blending fast food with fine jewelry. The same year, Whataburger released a stainless steel cup inspired by its original design, responding to customer demand for higher quality drinkware.
The burger joint has also contributed to education. In Corpus Christi, the “Whataburger by the Bay” restaurant near Del Mar College serves as a tribute to the chain’s origins and supports local students.
Significance in Local Communities
Whataburger restaurants often serve as community hubs. The distinctive orange-and-white striped buildings are easily recognizable landmarks in many towns. Some locations, like the two-story Whataburger by the Bay, have become tourist attractions.
The chain’s expansion to over 840 restaurants across 10 states has turned it into a regional icon. Whataburger’s commitment to fresh, made-to-order burgers resonates with locals and road-trippers alike, fostering a sense of nostalgia and pride.
In Texas, Whataburger has achieved near-legendary status. Its popularity has inspired merchandise, social media followings, and even replica restaurants for special events.
Company Milestones
Whataburger’s journey is marked by significant achievements. The company opened its first restaurant in Corpus Christi, Texas, in 1950.
By 1972, Whataburger celebrated the opening of its 100th store, a major milestone in its expansion.
The introduction of the drive-thru in 1971 revolutionized Whataburger’s service model. This innovation allowed for faster customer service and increased accessibility.
In 1974, Whataburger unveiled its “Modern A-Frame” design. This update accommodated drive-thrus and larger dining areas, enhancing the customer experience.
Whataburger’s menu evolved over the years. The Whataburger Jr. was added, along with jalapeños and onion rings, diversifying options for customers.
The company reached 575 restaurants by its 50th anniversary in 2000. This growth demonstrated Whataburger’s enduring popularity and successful expansion strategy.
Whataburger continued to expand, eventually surpassing 800 restaurants. This milestone solidified its position as a major player in the fast-food industry.
Throughout its history, Whataburger has maintained a focus on quality and customer satisfaction. These values have been key to its sustained success and growth.