Whataburger

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.

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

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

• Fast food restaurants
• Made-to-order burgers
• Quick service dining
• Franchise restaurant chain
• Regional burger chain

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Love's Travel Stops & Country StorescoreChannel Partner/ Reseller/ Distributor · 1 April 2026Love'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 FoundationminorGTM or Marketing Partner · 1 February 2026Gary 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 CompanycoreChannel Partner/ Reseller/ Distributor · 1 January 2026Refuel 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 / LearfieldcoreGTM or Marketing Partner · 1 January 2026Multi-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-ColacoreGTM or Marketing Partner · 1 January 2026Whataburger 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 & MarketingcoreImplementation/ SI/ Consulting Partner · 1 January 2026Scottsdale, 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)minorGTM or Marketing Partner · 1 September 2025Limited-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.
• BurlebominorGTM or Marketing Partner · 1 May 2025Father's Day capsule collection collaboration between Austin-based activewear brand and Whataburger, targeting consumers interested in Texas-themed merchandise.
• WranglerminorGTM or Marketing Partner · 1 February 202533-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

Direct 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

• Xx.com/whataburger
• Facebookfacebook.com/whataburger
• LinkedInlinkedin.com/company/whataburger

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whataburger