Whataburger
Whataburger is a privately held Texas-based regional fast-food burger chain operating over 1,100 restaurants across 17 U.S. states, serving made-to-order burgers and related menu items through dine-in, drive-thru, and digital ordering channels to individual consumers and families, with $4.4 billion in 2025 sales.
- Company typePrivate
- Founded1950
- HeadquartersSan Antonio, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Whataburger does
Whataburger is a privately held, Texas-based regional fast-food burger chain founded in 1950 in Corpus Christi and headquartered in San Antonio, operating over 1,100 company-owned and franchised restaurants across 17 U.S. states with approximately 65-69% of locations concentrated in Texas. The chain generates revenue primarily through direct restaurant sales via dine-in, drive-thru, and digital ordering channels, serving individual consumers and families with made-to-order burgers, chicken items, wraps, breakfast items, and beverages. Reported 2025 sales totaled $4.4 billion, positioning Whataburger as the dominant regional QSR player in Texas (ranked #1 favorite fast-food chain in the state) and #1 best-value burger in America at $1.66 per ounce of meat.
The core product platform centers on made-to-order fresh beef burgers, the $3-$4-$5 Whatadeal value menu, a redesigned Kids Whatameal program with interactive packaging, and recurring limited-time offerings such as the Bacon Steakhouse Double. Underlying technology includes a mobile app with loyalty rewards (Whataburger Rewards), order-ahead and curbside capabilities, third-party delivery integration, and pilot deployment of facial-recognition payments (PopID) in Texas and Louisiana locations. Customer engagement is reinforced through sports sponsorships (Texas Tech NIL campaign), rodeo sponsorships, merchandise collaborations (Sendero, Burlebo, Wrangler), and event-driven promotions tied to National Hamburger Day and seasonal menus.
The business model is direct consumer restaurant sales supplemented by franchising initiated in 2019 after BDT Capital Partners acquired a majority stake. The company is pursuing aggressive geographic expansion — 70+ new restaurant openings planned for 2026 across Texas, Florida, Tennessee, and North Carolina — and non-traditional distribution channels including co-locations with Love's Travel Stops (first opened April 2026) and Refuel convenience stores (Kenedy, TX opening late 2026). Pricing is unit-based via pay-as-you-go transactions with regional adjustments, and revenue concentration risk is low given the dispersed consumer base.
Whataburger firmographics
Firmographics- Name
- Whataburger
- Legal name
- Whataburger
- Website
- https://whataburger.com
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Whataburger is a privately held Texas-based regional fast-food burger chain operating over 1,100 restaurants across 17 U.S. states, serving made-to-order burgers and related menu items through dine-in, drive-thru, and digital ordering channels to individual consumers and families, with $4.4 billion in 2025 sales.
- Ownership category
- akta.pro rank
Whataburger industry classification
Industry- Product category
- Quick-Service Restaurant
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Burger QSR (THAFAAAA)
- akta.pro secondary industry
- Sandwiches & Wraps Fast Casual (THAFABAG)
Keywords
Where Whataburger is headquartered
LocationHeadquarters
- HQ city
- San Antonio
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Whataburger business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Restaurant Sales (Direct Consumer): Whataburger generates revenue primarily through direct restaurant sales at over 1,100 company-owned and franchised locations across 17 U.S. states. The chain serves made-to-order burgers and fast food through dine-in, drive-thru, and delivery channels. Digital sales are captured through the company's mobile app and loyalty rewards program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Whatadeal Value Menu - three items at $3, $4, and $5 |
| Unit Pricing | Pay-as-you-go | Standard menu pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Whataburger product offering
Product offeringCore offering
Whataburger operates a fast food burger chain offering made-to-order burgers, chicken items, breakfast offerings, and beverages across more than 1,100 company-owned and franchised restaurants in 17 U.S. states. The chain serves customers through dine-in, drive-thru, and digital ordering channels with curbside pickup and delivery integration. Additional offerings include a value-priced menu (Whatadeal), a redesigned Kids Whatameal program, and seasonal limited-time menu items.
Product overview
Whataburger is a Texas-based fast food burger chain operating over 1,100 restaurants across 17 states, offering made-to-order burgers and related menu items through dine-in, drive-thru, and delivery channels. The core product portfolio centers on signature burgers (including the Bacon Steakhouse Double and classic patty varieties), chicken items (Whatachick'n Bites), wraps (Big Ranch Wrap), and beverages (including seasonal shakes like Banana Pudding Shake and new Whatafresher drinks). The company supports its offerings through a value menu (Whatadeal), a redesigned Kids Whatameal program with interactive packaging, and ongoing expansion of physical restaurant locations. Digital ordering, curbside pickup, and delivery services complement the in-restaurant experience, while facial recognition payment technology is being piloted in select locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Kids Whatameal
- Whatadeal Value Menu
- Bacon Steakhouse Double
- Banana Pudding Shake
- Big Ranch Wrap
- Monterey Melt
- Chicken Fajita Taco
- Strawberry Hibiscus Whatafresher
Quantifiable outcome
- Over $4 billion in annual U.S. sales in hamburger sector worth $113 billion
- +3 more outcomes
Companies that use Whataburger
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Whataburger technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Whataburger partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Love's Travel Stops & Country StorescoreLove's opened first Whataburger location in San Antonio in April 2026 as part of its $700M Road Ahead Plan. The 14,954 sq ft facility includes 77 car and 70 truck parking spaces with drive-thru service. Love's is developing more locations, indicating growing c-store retailer interest in the Texas-based burger chain.
- Gary Sinise FoundationminorGary Sinise Foundation partnership with Whataburger provided nearly $33,000 grant for new Swiftwater rescue gear to Clarksville Fire Rescue, addressing equipment sharing issues and enhancing emergency response capabilities.
- Refuel Operating CompanycoreRefuel Operating Company is opening its first Whataburger adjacent to a convenience store in Kenedy, Texas in late 2026, featuring the burger chain's full menu and drive-thru service. Refuel's strategy diversifies its QSR roster beyond brands like Church's Chicken, Dairy Queen, Subway, and McDonald's.
- Texas Tech Athletics / LearfieldcoreMulti-touch NIL (Name, Image, Likeness) campaign featuring 10 Texas Tech student-athletes across five community experiences in Lubbock market, including in-store fan appearances, game week meet-and-greets, Read Across America storytelling, and social media amplification.
- Coca-ColacoreWhataburger participates in Coca-Cola's 'And a Coke' national marketing campaign featuring over a dozen food service partners. The campaign reinforces Coca-Cola's role as the beverage of choice at Whataburger and other fast-food chains, supported across cinemas, digital, social media, and delivery platforms.
- Evolve PR & MarketingcoreScottsdale, Arizona-based PR agency representing Whataburger nationally with 140+ clients nationwide. Agency supports brand communications and press coverage expansion beyond Arizona base.
- Sendero (Western Wear Brand)minorLimited-edition apparel collection featuring hoodies, button-downs, tees and hats celebrating Whataburger's 75-year heritage and Texas culture. Available at Whatastore, Sendero's website, and select retailers nationwide.
- BurlebominorFather's Day capsule collection collaboration between Austin-based activewear brand and Whataburger, targeting consumers interested in Texas-themed merchandise.
- Wranglerminor33-piece apparel and accessories collection launched ahead of rodeo season featuring orange-and-white striped items echoing Whataburger's signature franchise design, priced $34.99 to $89.99.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Whataburger competitors and assessment
Company assessmentDirect peers
- In-N-Out Burger: Privately held West Coast burger chain known for made-to-order fresh beef, regional cult brand loyalty, and disciplined slow growth model; closely comparable to Whataburger as a regional/private QSR with strong cultural identity and limited geographic footprint.
- Culver's: Midwest-based privately held burger chain emphasizing fresh, made-to-order menu items and a strong regional brand; comparable to Whataburger in regional concentration, family-oriented positioning, and franchise-led growth strategy.
- Five Guys: Privately held American burger chain focused on made-to-order customization and fresh ingredients; comparable to Whataburger on premium casual burger positioning and franchise-driven expansion into new U.S. markets.
- Shake Shack: Publicly traded modern burger chain with strong brand identity, digital ordering leadership, and urban footprint; comparable to Whataburger as a differentiated burger concept competing on brand and quality rather than price-led value.
Broad incumbents
- McDonald's: Global QSR leader and burger category benchmark; directly competes with Whataburger in burger QSR but operates at vastly greater scale with mature franchise systems, national marketing, and dominant digital/loyalty platform.
- Wendy's: National burger QSR chain competing in the same hamburger segment as Whataburger; comparable as a scaled broad-line QSR with a national franchise model and aggressive value menu strategy.
- Burger King: National burger QSR chain owned by Restaurant Brands International; competes directly with Whataburger in the burger category with broader geographic reach, established franchise systems, and significant digital investment.
- Jack in the Box: West Coast-focused publicly traded burger QSR with broad daypart menu; comparable to Whataburger as a multi-state regional-leaning burger chain expanding through franchising and value-led marketing.
- CKE Restaurants (Carl's Jr. / Hardee's): Parent of Carl's Jr. and Hardee's, franchised burger QSR chains with Western and Southern U.S. concentration; comparable to Whataburger's geographic mix and franchised growth model, with overlapping markets in Texas and the Southwest.
Regional players
- Krystal Company: Southeast-focused small-format slider QSR chain with strong regional brand heritage; comparable to Whataburger as a Southern U.S. regional burger brand with cult following and concentrated geographic footprint, though significantly smaller in scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Whataburger social profiles
Digital presenceWhataburger financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whataburger leadership team
Management profileNumber of profiles
Profiles9 records
Whataburger funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whataburger M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whataburger
What does Whataburger do?
Whataburger operates a fast food burger chain offering made-to-order burgers, chicken items, breakfast offerings, and beverages across more than 1,100 company-owned and franchised restaurants in 17 U.S. states. The chain serves customers through dine-in, drive-thru, and digital ordering channels with curbside pickup and delivery integration. Additional offerings include a value-priced menu (Whatadeal), a redesigned Kids Whatameal program, and seasonal limited-time menu items.
Is Whataburger a public or private company?
Whataburger is a private company. It is classified as private equity controlled and is currently operating.
When was Whataburger founded?
Whataburger was founded in 1950. It employs 5,001 to 10,000 people.
Where is Whataburger based?
Whataburger is headquartered in San Antonio, United States, in the North America region.
How does Whataburger make money?
One revenue line is on record: restaurant Sales (Direct Consumer).
Who are Whataburger's main competitors?
Direct peers on record are In-N-Out Burger, Culver's, Five Guys and Shake Shack. Broad incumbents are McDonald's, Wendy's, Burger King, Jack in the Box and CKE Restaurants (Carl's Jr. / Hardee's). Krystal Company is listed as a regional player.
Does Whataburger have an API?
No public API is recorded for Whataburger.
What industry is Whataburger in?
Whataburger's product category is Quick-Service Restaurant. Its primary akta.pro industry code is THAFAAAA, Burger QSR, with a secondary code of THAFABAG, Sandwiches & Wraps Fast Casual. Its NAICS code is 722513 and its SIC code is 2050.