Whataburger: The Story Behind Texas's Beloved Burger Chain

Whataburger, an iconic fast-food chain, holds a special place in the hearts of Texans and burger enthusiasts across the Southern United States. More than just a restaurant, it embodies a legacy of quality, innovation, and a deep connection to its community.

From its humble origins in 1950 to its current status with over 1,100 locations, the story of Whataburger is a testament to the vision of its founder, Harmon Dobson, and the unwavering loyalty of its customers.

The Birth of a Burger Legend

The story begins with Harmon Dobson, an entrepreneur with a clear vision: to create a burger so large and delicious that it would require two hands to hold and inspire customers to exclaim, What a burger!. On August 8, 1950, Dobson, along with Paul Burton, opened the first Whataburger stand in Corpus Christi, Texas.

Located across from Del Mar College, the tiny stand served a quarter-pound beef patty on a five-inch bun, topped with fresh lettuce, three slices of tomato, four dill pickles, chopped onions, mustard, and ketchup. This creation, priced at 25 cents, was an instant hit.

Early Challenges and Growth

The initial success of Whataburger wasn't without its challenges. Dobson and Burton soon faced a dilemma when they realized they were not making a profit at 25 cents per burger. This led to a disagreement, and eventually, Dobson bought out Burton.

Dobson boldly raised the price to 30 cents, followed by 35 cents, a move that customers surprisingly accepted.

In the early years, Dobson's entrepreneurial spirit drove the expansion of Whataburger. He scouted locations from his plane, even dropping advertisements from the air. In 1952, the first Whataburger outside of Corpus Christi opened in Kingsville, Texas. The following year, Joe Andrews Sr.

became the first non-founder franchisee, opening a location in Alice, Texas. By 1959, Whataburger had expanded beyond Texas, opening its first out-of-state location in Pensacola, Florida.

The Iconic A-Frame and the Flying W

As Whataburger grew, its distinctive orange and white striped A-frame buildings became synonymous with the brand. The first A-frame restaurant was built in Odessa, Texas, in 1961. In 1967, Harmon Dobson commissioned the Flying W logo, further solidifying Whataburger's brand identity.

Tragedy and Resilience

Tragedy struck in 1967 when Harmon Dobson and an associate died in a plane crash. His wife, Grace Dobson, stepped in to lead the company, ensuring that her husband's vision would endure. Grace's leadership proved pivotal, and the company continued to expand, opening its 100th store in 1972.

Innovation and Menu Expansion

Whataburger continued to innovate, introducing its first drive-through in 1971. The menu also expanded, with the addition of Whataburger Jr., jalapeos, and onion rings in 1973. In the 1980s, Whataburger began operating 24/7 and introduced breakfast items, including the popular taquitos and Whatachick'n.

Modern Era

In 1993, Tom Dobson, Harmon and Grace's son, took over as CEO and President. He refocused the brand on its core strengths after a period of menu experimentation. In 2019, the Dobson family sold a majority stake in Whataburger to BDT Capital Partners, marking a new chapter in the company's history.

Today, Whataburger continues to thrive, maintaining its commitment to quality, customer service, and its Texas roots.

Whataburger Today

Whataburger's enduring success can be attributed to its unwavering commitment to fresh, made-to-order burgers, its iconic brand identity, and its deep connection to the communities it serves. With over 1,100 restaurants across 16 states, Whataburger remains a beloved institution, a place where customers can always count on a delicious burger and friendly service.

From its humble beginnings as a small burger stand in Corpus Christi to its status as a regional powerhouse, the story of Whataburger is a true American success story.