RISE - Menu Monitor

Whataburger
Headquarters
1 Whataburger Way, Corpus Christi, Texas 78411 USA
Tel: (361)878-0650 Fax: (361)878-0473
www.whataburger.com
Ownership: Private
Segment: Limited Service Hamburger
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 989,000 882,000 794,078
Company-owned ($000) 771,000 682,000 563,908
Franchised ($000) 218,000 200,000 230,170
U.S. Number of Units 682 657 639
Company-owned 516 496 377
Franchised 166 161 262
International Sales ($000) 225 3,000 3,000
International Units 1 3 3
Average Sales/Unit ($000) 1,451 1,350 1,300
Concept Positioning |
Whataburger Drive-In Restaurants is a limited-serivce hamburger concept specializing in 100% pure American beef burgers
served on a 5-in. toasted bun. The privately held chain operates 683 locations in Arizona, Arkansas, Alabama, Georgia,
Florida, Louisiana, Oklahoma, Mississippi, New Mexico and Texas, 166 of which are franchised.
Units feature orange-and-white exteriors with new blue trim, brick-and-glass décor, and seating for 80–150 patrons. Some are
located in shopping malls. In 2005, the company opened three new prototypes units. The new 4,000-sq.-ft. restaurants seat
about 110 people. The exteriors feature Whataburger’s famous orange and white striped roof, stucco and stone walls plus
double-lane drive-thrus.
Harmon A. Dobson opened Whataburger in 1950 in Corpus Christi, TX, and started franchising units in 1953. The company's
original buildings were small, portable, box-like structures that could be moved from site to site if necessary. A permanent A-
frame building with an orange-and-white striped roof was designed in 1961, and an enclosed dining room was added to all
units five years later. Expansion is currently focused on the South and Southwest.
Menu Positioning |
Whataburger's is open for breakfast, lunch and dinner, with most units open 24 hours a day. For breakfast, signature items
include Biscuit with Bacon, Egg & Cheese, Pancakes with Sausage, Taquito with Bacon, Egg & Cheese, and Cinnamon Roll.
For lunch and dinner, the menu offers salads, chicken strips, chicken and fish sandwiches and burgers. Signature items
include Garden salad with Cheddar cheese, chicken strips (available with two, three or four pieces), grilled chicken sandwich
with Cheddar cheese and bacon, Whatacatch Fish Sandwich and a variety of built-to-order Whataburgers. Additionally, eight
Whatameal combinations are available. Kids’ meal options are Chicken Strips and Justaburger. Side items include french fries
and onion rings. Desserts feature a variety of cookies and hot apple pie. Shakes, sodas, and juices are available. Menu prices
range from 99¢–$5.59. Checks average $5.
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