Whataburger, a beloved fast food chain, has become an integral part of Texas culture since its inception in 1950. Founded by Harmon Dobson and Paul Burton, the restaurant started as a single burger stand in Corpus Christi, Texas. From its humble beginnings, Whataburger has grown into a regional powerhouse with over 890 locations across 14 states.
The chain’s distinctive orange and white striped buildings have become iconic landmarks, easily recognizable to locals and travelers alike. Whataburger’s menu centers around made-to-order burgers, but has expanded over the years to include a variety of sandwiches, breakfast items, and sides. The company’s commitment to quality and customization has earned it a fiercely loyal customer base.
In 2019, the Dobson family sold their majority stake in Whataburger to BDT & MSD Partners, a private equity firm. Despite this change in ownership, the company maintains its headquarters in San Antonio, Texas, and continues to uphold the values and traditions that have made it a Lone Star State favorite for over seven decades.
Company History
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 food and customer service.
Founding and Early Years
Harmon Dobson founded Whataburger on August 8, 1950, in Corpus Christi, Texas. The first location opened on Ayers Street, selling burgers for 25 cents each. Dobson’s vision was to create a burger so big it required two hands to hold and would make customers exclaim “What a burger!”
The restaurant quickly gained popularity. By 1951, Whataburger had expanded to four locations in Corpus Christi and two in San Antonio.
Development of Trademark A-Frame Restaurant
In 1961, Whataburger introduced its iconic A-Frame design. The distinctive orange and white striped buildings became a hallmark of the brand. This architectural choice made Whataburger restaurants easily recognizable from a distance.
The A-Frame design served both practical and marketing purposes. It provided ample space for kitchen operations and created a unique visual identity for the growing chain.
Holding as a Family-Owned Business
After Harmon Dobson’s death in 1967, his wife Grace took over the company’s leadership. The Dobson family maintained ownership and control of Whataburger for nearly 70 years.
Under family management, Whataburger expanded steadily while maintaining its core values and quality standards. By 2005, when Grace Dobson passed away, the chain had grown to over 600 restaurants.
Achieving Historical Landmark Status
In 2001, Whataburger’s contribution to Texas culture was officially recognized. The Texas Legislature named Whataburger a “Texas Treasure,” acknowledging its significance to the state’s identity and economy.
This designation highlighted Whataburger’s deep roots in Texas and its impact on the state’s fast food landscape. It solidified the brand’s status as a beloved cultural institution.
Expansion Beyond Texas
While maintaining its Texas identity, Whataburger gradually expanded into neighboring states. By the early 2000s, the chain had locations across the Southern United States.
In recent years, Whataburger has pushed into new markets. The company announced plans to enter the Midwest, with locations in Kansas City and the surrounding area. In 2022, Whataburger opened its first restaurant in Nashville, marking its entry into Tennessee.
This expansion strategy aims to introduce Whataburger’s unique offerings to new regions while maintaining its core customer base in Texas and the South.
Menu Offerings
Whataburger’s menu boasts a diverse array of options, from iconic burgers to hearty breakfast items, chicken selections, and tasty sides and desserts. The chain prides itself on customizable meals made fresh to order with high-quality ingredients.
Iconic Burgers
At the heart of Whataburger’s menu are its signature burgers. The classic Whataburger features a 100% pure beef patty on a toasted bun with fresh vegetables. For bigger appetites, the Double Meat Whataburger and Triple Meat Whataburger offer extra beef patties.
The Jalapeño & Cheese Whataburger adds a spicy kick, while the Bacon & Cheese Whataburger satisfies bacon lovers. The Avocado Bacon Burger combines creamy avocado with crispy bacon.
For smaller portions, Whataburger Jr. and Justaburger provide tasty alternatives. Customers can customize their burgers with various toppings and sauces, creating thousands of potential combinations.
Breakfast Favorites
Whataburger’s breakfast menu is available from 11 p.m. to 11 a.m. The Breakfast on a Bun features a choice of sausage, bacon, or ham with egg and cheese on a toasted bun.
Taquitos are another popular option, filled with egg and a choice of cheese, sausage, bacon, or potato. The Honey Butter Chicken Biscuit combines a crispy chicken strip with sweet honey butter on a warm biscuit.
Other breakfast items include pancakes, biscuits and gravy, and breakfast platters. Customers can also enjoy coffee, orange juice, or milk with their morning meal.
Chicken Selections
Whataburger’s chicken offerings cater to those seeking alternatives to beef. The Whatachick’n Sandwich features a breaded chicken filet with lettuce, tomatoes, and mayonnaise on a toasted bun.
Grilled chicken sandwiches provide a lighter option. Chicken strips are available as a meal or in salads. The Chicken Fajita Taco wraps grilled chicken, grilled peppers and onions in a soft tortilla.
For a spicy kick, the Spicy Chicken Sandwich adds jalapeños and a zesty sauce to the classic chicken sandwich formula.
Sides and Desserts
French fries are a staple side at Whataburger, crispy and golden. Onion rings offer a tasty alternative. For a Texan twist, try the seasoned Whatachick’n Bites.
Salads provide lighter options, with choices like Garden Salad and Apple & Cranberry Salad. Dessert offerings include cookies, cinnamon rolls, and fruit chews.
Milkshakes come in vanilla, chocolate, and strawberry flavors. The chain also offers malts and fruit pies. Soft drinks and iced tea round out the beverage options.
Business Model
Whataburger operates a unique business model combining franchised and company-owned locations. The chain focuses on drive-through service and strategic restaurant placement to serve its customers efficiently.
Franchise System
Whataburger maintains a mix of company-owned and franchised locations. As of 2020, the majority of Whataburger restaurants were company-owned, with 703 locations operated directly by the corporation. The remaining 127 locations were franchised.
This hybrid model allows Whataburger to maintain quality control while also expanding its reach. Franchisees benefit from the established brand and operational support.
The company plans to increase its franchise presence. Under new ownership since 2019, Whataburger aims to accelerate growth through franchising.
Drive-Through Service
Drive-through service is a core component of Whataburger’s business model. The company emphasizes quick, efficient service for customers on the go.
Many Whataburger locations feature double drive-through lanes to reduce wait times during peak hours. This focus on drive-through efficiency helps Whataburger compete with other fast-food chains.
The company has also adapted to changing consumer preferences by introducing curbside pickup and delivery options in 2020, further enhancing convenience for customers.
Restaurant Locations
Whataburger strategically places its restaurants to maximize visibility and accessibility. The chain originated in Texas and maintains a strong presence in the southern United States.
Many Whataburger locations feature the iconic A-frame design, making them easily recognizable from a distance. This distinctive architecture serves as a form of brand marketing.
The company targets both urban and suburban areas, often positioning restaurants near major highways or intersections. This placement strategy caters to both local customers and travelers seeking familiar dining options.
Brand and Culture
Whataburger’s brand identity is deeply rooted in its Texas origins and commitment to quality. The company has cultivated a loyal following through its distinctive offerings and regional appeal.
Corporate Identity
Whataburger’s corporate identity revolves around its iconic orange and white color scheme. The signature A-frame buildings, introduced in 1961, have become a recognizable symbol of the brand. Whataburger emphasizes its “made-to-order” approach, positioning itself as a “Better Burger” chain.
The company’s slogan, “What a burger!” reflects its focus on delivering high-quality, customizable burgers. Whataburger’s menu features regional flavors and Texas-inspired items, reinforcing its connection to its home state.
Popularity and Fan Base
Whataburger has achieved cult-like status among its customers, particularly in Texas. The chain is often referred to as a “Texas Treasure” due to its strong association with the state’s culture. Fans proudly display Whataburger merchandise and engage with the brand on social media.
The company’s limited regional presence has contributed to its mystique, making it a destination for visitors to the South and Southwest. Whataburger’s 24-hour service and extensive customization options have further endeared it to late-night diners and burger enthusiasts.
Operating Geographies
Whataburger’s expansion strategy has focused on establishing a strong presence in its home state before branching out to neighboring regions. The company has gradually extended its footprint across the Southern United States and recently ventured into the Midwest.
Core Market in Texas
Whataburger’s roots run deep in Texas, where it was founded in 1950 in Corpus Christi. The chain rapidly spread across the Lone Star State, establishing a loyal customer base. Today, Texas remains Whataburger’s stronghold, with hundreds of locations dotting the state.
San Antonio serves as the company’s headquarters, further cementing its Texas identity. The chain’s orange-and-white striped restaurants have become iconic landmarks in many Texas communities. Whataburger’s menu often features Texas-inspired items, appealing to local tastes.
Growth in the Southern United States
Building on its Texas success, Whataburger expanded into neighboring Southern states. The chain now operates in:
- Alabama
- Arizona
- Arkansas
- Florida
- Georgia
- Louisiana
- Mississippi
- New Mexico
- Oklahoma
This expansion allowed Whataburger to maintain its Southern identity while reaching new markets. The company adapted its strategies to suit local preferences in each state, ensuring continued growth and customer loyalty.
Midwestern Expansion
In recent years, Whataburger has set its sights on the Midwest. The chain announced plans to enter several new markets, including:
- Kansas City, Missouri
- Tennessee (including Nashville)
- Colorado
This move marks a significant shift in Whataburger’s geographic strategy. The company is carefully selecting locations and tailoring its approach to appeal to Midwestern consumers.
Whataburger’s entry into Nashville, announced in 2020, represents a key step in its northward expansion. The chain aims to bring its unique flavor profile and Texas-born hospitality to new regions while maintaining its core values and quality standards.
Educational Commitment
Whataburger demonstrates a strong dedication to supporting students and education through various initiatives and partnerships. The company’s efforts focus on addressing food insecurity and promoting educational success.
Partnerships with Educational Institutions
Whataburger collaborates with educational institutions to make a positive impact on students’ lives. The company launched the Whataburger Feeding Student Success program in 2020, which targets the intersection of food insecurity and education. This initiative includes establishing college resource rooms and providing scholarships to students.
In partnership with Communities In Schools, Whataburger made a significant $100,000 donation to support integrated student supports. This contribution marks the largest single donation from the fast-food brand to the organization.
Whataburger’s scholarship program has awarded over $2 million to 940 students across 14 states. The company initially committed $500,000 in scholarships for Black and other minority students in June 2020. Dr Pepper contributed an additional $100,000 to further support this initiative.
The company’s mascot, Whataguy, serves as an ambassador for the Feeding Student Success program. Whataguy’s role includes promoting educational initiatives and representing Whataburger’s commitment to student success.