History of Whataburger in Timeline

Whataburger is a regional American fast food chain specializing in hamburgers, founded in Corpus Christi, Texas in 1950 by Harmon Dobson and Paul Burton. Initially family-owned by the Dobsons, the company is now managed by BDT & MSD Partners as of 2019, though the Dobson family retains a small stake. It is based in San Antonio, Texas.

June 1950: Dobson Granted Whataburger Trademark

In June 1950, Harmon Dobson received the trademark for Whataburger.

1950: First Whataburger Opens

In 1950, Harmon Dobson and Paul Burton founded Whataburger, opening the first restaurant in Corpus Christi, Texas, specializing in hamburgers.

1951: Burton and Dobson End Partnership

In 1951, Paul Burton and Harmon Dobson ended their partnership due to disagreements over price increases, with Burton settling to own the Whataburger franchises in San Antonio, Texas.

1952: Whataburger Expands to Kingsville

In 1952, Harmon Dobson opened a Whataburger location in Kingsville, Texas, marking the first store outside of Corpus Christi.

1953: First Franchise Owner

In 1953, Joe Andrews, Sr. became the first non-founder franchise owner of a Whataburger location in Alice, Texas.

1953: West Columbia What-A-Burger Founded

In 1953, an unrelated local restaurant called What-A-Burger was founded in West Columbia, South Carolina.

1959: First Whataburger Outside of Texas Opens

In 1959, Whataburger opened its first restaurant outside of Texas in Pensacola, Florida.

1960: Whataburger Expansion

By 1960, Whataburger had stores operating across Texas, Florida, and Tennessee.

1961: First A-Frame Whataburger Built

In 1961, Whataburger built its first A-frame restaurant, which was the 24th location to open, in Odessa, Texas.

1961: Dobson Designs A-Frame Store

In 1961, inspired by his love for flying, Harmon Dobson designed the orange and white striped A-frame store in Odessa, Texas.

1962: Menu Expansion

In 1962, Whataburger added French fries and hot pies to its menu.

1963: Expansion to Arizona

In 1963, Whataburger expanded to Arizona and had a total of 26 stores.

1965: Burger Sales Milestone

In 1965, Whataburger estimated selling 15,000 burgers daily in the Texas Coastal Bend area.

April 11, 1967: Harmon Dobson's Death

On April 11, 1967, Harmon Dobson died in an airplane crash, and his widow, Grace Dobson, took control of the business.

1967: Flying W Logo and Expansion

In 1967, Whataburger commissioned the "Flying W" company logo and had expanded to 40 restaurants in four states.

1969: Grace Dobson Becomes Chairman

In 1969, Grace Dobson became chairman of the board for Whataburger.

1970: Awareness of Similar Chains

Around 1970, Whataburger and What-A-Burger became aware of each other's existence.

1971: First Drive-Through Store

In 1971, Whataburger opened its first drive-through store.

1972: 100th Store Opening

In 1972, Whataburger opened its 100th store.

1974: A-Frame Design Change

In 1974, Whataburger changed the A-frame design to a "Modern A-Frame" to accommodate drive-thrus and larger dining rooms.

1980: 300th Store Opening

In 1980, Whataburger opened its 300th store.

1982: 24/7 Service Begins

In 1982, three Whataburger stores in Corpus Christi began offering 24/7 service.

1983: Menu Expansion

In 1983, Whataburger added Breakfast on a Bun, the Whatachick'n sandwich, and breakfast taquitos to its menu.

1987: 400th Store and California Shutdown

In 1987, Whataburger opened its 400th store but also shut down operations in California.

1993: Tom Dobson Becomes CEO

In 1993, Harmon and Grace Dobson's son, Tom Dobson, became the CEO and President of Whataburger.

1995: 500th Store Opening

In 1995, Whataburger celebrated its 500th store opening and was noted as the country's eighth-largest hamburger chain.

May 6, 1999: Whataburger by the Bay Opens

On May 6, 1999, Whataburger opened "Whataburger by the Bay" on Shoreline Blvd in Corpus Christi, the largest store with a Harmon Dobson statue.

August 8, 2000: 50th Anniversary

On August 8, 2000, Whataburger celebrated its 50th anniversary with 575 operating stores.

2001: Whataburger Named Texas Treasure

In 2001, during the 77th Texas Legislative Session, a bill was passed proclaiming Whataburger to be a Texas Treasure.

2002: Trademark Lawsuit Begins

In 2002, legal actions began when both Whataburger and What-A-Burger sued each other over alleged trademark infringement.

2003: New Advertising Campaign

In 2003, Whataburger hired McGarrah Jessee to create an ad campaign featuring William Bassett's voice.

2003: Trademark Lawsuit Continues

In 2003, legal actions continued as both Whataburger and What-A-Burger sued each other over alleged trademark infringement.

2004: Court Decision on Trademark

In 2004, the Court of Appeals ruled that Whataburger had a legitimate trademark but that What-A-Burger did not cause public confusion or harm the Texas-based chain.

2007: 700 Stores and $1 Billion Revenue

In 2007, Whataburger reached 700 stores in ten states with an annual revenue of $1 billion.

November 21, 2008: Announcement of Headquarters Move

On Friday, November 21, 2008, Whataburger announced it was permanently moving its headquarters to San Antonio due to a larger talent pool, hurricane protection, and cost-efficient office space; the Corpus Christi office would remain open temporarily.

March 2009: Purchase of Concord Plaza

In March 2009, Whataburger purchased the Concord Plaza development, citing its proximity to neighborhoods, schools, and San Antonio International Airport, planning to relocate 250 corporate positions.

March 2009: What-A-Burger Drive-In

As of March 2009, What-A-Burger Drive-In, owned by Eb and Michael Bost, had numbered their stores from #1 to #15, with six still in operation.

2009: Headquarters Move

In 2009, Whataburger moved its headquarters from Corpus Christi to a new 140,000-square-foot building in San Antonio, located at 300 Concord Plaza Drive.

October 2011: Television Ad Change

In October 2011, Whataburger changed its television ads from voiceovers to "documentary-style ads" featuring employees and customers describing what makes Whataburger special.

2014: Sales at H-E-B

Due to the success of selling Whataburger sauces at H-E-B since 2014, the company announced it will offer 1-pound packages of bacon at H-E-B and Central Market stores.

May 16, 2019: Potential Sale Announced

On May 16, 2019, American City Business Journals reported that Whataburger confirmed it hired Morgan Stanley for a possible sale of the company.

June 14, 2019: Dobson Family Sells Majority Stake

On June 14, 2019, the Dobson family sold its majority stake in Whataburger to BDT Capital, with Ed Nelson promoted to president, but the headquarters remained in San Antonio.

2019: Whataburger's Expansion

In 2019, Whataburger had over 670 locations in Texas and more than 150 in New Mexico, Arizona, Colorado, and the Southern United States, including 126 franchised restaurants.

2019: Whataburger Ownership Changes

In 2019, the Dobson family sold Whataburger to BDT & MSD Partners, a private equity firm, ending family ownership, though the Dobsons retained a small stake.

2019: Demolition of First A-Frame Restaurant

In 2019, the first A-frame Whataburger restaurant, located in Odessa, Texas, was demolished and replaced by a new building.

August 1, 2020: Ed Nelson Promoted to CEO

On August 1, 2020, Ed Nelson was promoted to CEO of Whataburger.

2021: Expansion to the Midwest

In 2021, Whataburger expanded to the Midwest with locations in the Kansas City and Wichita metropolitan areas, and as far north as St. Joseph.

January 5, 2022: Whataburger Returns to Middle Tennessee

On January 5, 2022, Whataburger opened its first of 8 locations in Middle Tennessee, specifically in Hermitage, marking the end of a decades-long absence in the Nashville area.

March 2022: Expansion to Atlanta

In March 2022, Whataburger announced it would be opening locations in the Atlanta metropolitan area, with the first one opening in November in Kennesaw.

2022: Revenue and Expansion

In 2022, Whataburger generated over $3 billion in revenue with more than 900 locations in 14 states. They also sold retail products and employed roughly 50,000 people.

April 2023: Flower Mound Approves Zoning

In April 2023, Flower Mound, Texas approved zoning for its first Whataburger, making it the largest city in Texas without one until then.

May 2024: Plans for North and South Carolina Locations

As of May 2024, Whataburger announced plans for six North Carolina locations and nine South Carolina locations.

June 11, 2024: Texas Chain Files Suit Against Competitor

On June 11, 2024, the Texas Whataburger chain filed a suit in federal court after announcing it would add North Carolina locations, alleging trademark infringement by "What-A-Burger #13" restaurants.

June 2024: Endorsement Deal with Bobby Witt Jr.

In June 2024, Whataburger signed an endorsement deal with Bobby Witt Jr., the Texas-native shortstop for the Kansas City Royals.

December 2024: Wittaburger Pop-Up at Wedding

On 14 December 2024, a pop-up replica of Whataburger rebranded as "Wittaburger", was present at the wedding reception of Bobby Witt Jr. and his wife Maggie Black.