History of Whataburger in Timeline
Whataburger is a fast food restaurant chain specializing in hamburgers. Founded in 1950 in Corpus Christi, Texas by Harmon Dobson and Paul Burton, its headquarters remain in San Antonio, Texas. Family-owned until 2019, the company is now managed by BDT & MSD Partners, though the Dobson family retains a minor stake.
June 1950: Whataburger Trademark Secured
Harmon Dobson obtained the trademark for "Whataburger" in June 1950.
1950: Establishment of What-A-Burger
The first What-A-Burger (hyphenated) restaurant was opened in 1950 by Jack Branch near Newport News, Virginia.
1950: Whataburger Founded
In 1950, Harmon Dobson and Paul Burton opened the first Whataburger restaurant in Corpus Christi, Texas.
1951: Partnership Ends, Expansion Begins
Dobson and Burton ended their partnership, and Dobson continued expanding Whataburger, opening a location in Kingsville, Texas in 1952.
1952: First Whataburger Opens Outside Corpus Christi
In 1952, Dobson expanded Whataburger outside of Corpus Christi with a new location in Kingsville, Texas.
1953: First Non-Founder Franchise Established
Joe Andrews, Sr. became the first non-founder franchisee of Whataburger in 1953, opening a location in Alice, Texas.
1959: Whataburger Expands Beyond Texas
Whataburger expanded beyond Texas in 1959 with the opening of a restaurant in Pensacola, Florida.
1960: Whataburger Expands to Multiple States
By 1960, Whataburger had expanded its operations across Texas, Florida, and Tennessee.
1961: Orange and White A-Frame Design Introduced
Inspired by his passion for flying, Dobson introduced the distinctive orange and white striped A-frame design in Odessa, Texas, in 1961.
1961: First A-Frame Whataburger Opens
Whataburger's iconic A-frame restaurant design was first introduced in 1961 in Odessa, Texas.
1962: Menu Expands with Fries and Pies
Whataburger expanded its menu in 1962 with the addition of French fries and hot pies.
1963: Whataburger Expands to Arizona
Whataburger expanded to Arizona in 1963, reaching a total of 26 stores.
1965: Whataburger's Popularity Grows
By 1965, Whataburger was estimated to be selling around 15,000 burgers daily in the Texas Coastal Bend area alone.
April 11, 1967: Harmon Dobson Passes Away
Harmon Dobson, co-founder of Whataburger, died in a plane crash on April 11, 1967, leading his wife, Grace, to take over the business.
1967: Flying W Logo Introduced
Whataburger introduced its iconic "Flying W" logo in 1967, a testament to Dobson's love for aviation, and had expanded to 40 restaurants across four states.
1969: Grace Dobson Becomes Chairman
Grace Dobson became the chairman of the board for Whataburger in 1969.
1970: First Interaction Between Whataburger and What-A-Burger
Around 1970, Whataburger and What-A-Burger became aware of each other's existence, leading to some correspondence between the two companies.
1971: First Whataburger Drive-Thru Opens
Whataburger opened its first drive-through store in 1971, adapting to changing consumer preferences.
1972: Whataburger Reaches 100 Stores
Whataburger opened its 100th store in 1972, marking a significant milestone in the company's expansion.
1974: Modern A-Frame Design Introduced
The A-frame design underwent a transformation in 1974, becoming the "Modern A-Frame" to accommodate drive-thrus and larger dining areas.
1980: Whataburger Opens 300th Store
Whataburger reached a milestone in 1980 by opening its 300th store.
1982: 24/7 Service Begins
Three Whataburger locations in Corpus Christi introduced 24/7 service in 1982, offering customers round-the-clock dining options.
1983: Menu Expands with Breakfast and Chicken Options
Whataburger expanded its menu in 1983 with the introduction of breakfast items like Breakfast on a Bun and the Whatachick'n sandwich, as well as breakfast taquitos.
1987: 400th Store Opening and California Closure
Whataburger opened its 400th store in 1987 but also made the decision to shut down operations in California.
1993: Tom Dobson Becomes CEO
Tom Dobson, son of Harmon and Grace Dobson, took over as CEO and President of Whataburger in 1993.
1995: Whataburger Opens 500th Store
Whataburger celebrated the opening of its 500th store in 1995, solidifying its position as a major player in the fast-food industry and ranking as the eighth-largest hamburger chain in the country.
May 6, 1999: Largest Whataburger Opens in Corpus Christi
On May 6, 1999, Whataburger opened "Whataburger by the Bay" in Corpus Christi, its largest location at 6,000 square feet, featuring a bronze statue of Harmon Dobson.
August 8, 2000: Whataburger Celebrates 50th Anniversary
Whataburger celebrated its 50th anniversary on August 8, 2000, with 575 stores in operation.
2001: Whataburger Declared a Texas Treasure
In 2001, the 77th Texas Legislative Session passed a bill designating Whataburger as a "Texas Treasure."
2002: Trademark Lawsuit Initiation
Whataburger and What-A-Burger filed lawsuits against each other in 2002 over alleged trademark infringement.
2003: Trademark Lawsuit Continuation
The lawsuit between Whataburger and What-A-Burger over trademark infringement continued into 2003.
2003: New Advertising Campaign Launches
Whataburger hired Austin-based advertising agency McGarrah Jessee in 2003, launching a new campaign featuring the voice of actor William Bassett.
2004: Resolution of Trademark Lawsuit
In 2004, the Court of Appeals ruled in favor of Whataburger, acknowledging its legitimate trademark. The court ruled that the Virginia-based What-A-Burger did not pose any harm to the larger Texas-based Whataburger, and there was no reasonable likelihood of public confusion between the two brands.
2007: Whataburger Reaches $1 Billion in Revenue
Whataburger achieved $1 billion in annual revenue in 2007, operating 700 stores across ten states.
November 21, 2008: Announcement of Headquarters Move
On November 21, 2008, Whataburger announced its decision to relocate its headquarters from Corpus Christi to San Antonio. The reasons behind this move included access to a larger pool of potential employees, enhanced protection against hurricanes, and more cost-effective office spaces. The Corpus Christi office was to remain operational to ensure a smooth transition.
March 2009: Purchase of Concord Plaza
Whataburger purchased the Concord Plaza development in March 2009. The company's decision to select Concord Plaza was driven by its proximity to residential areas and schools, which would be appealing to employees, and its closeness to the San Antonio International Airport. This move was part of the company's plan to relocate 250 corporate positions to San Antonio.
March 2009: Status of What-A-Burger Drive-In
As of March 2009, six What-A-Burger Drive-In restaurants, owned by Eb and Michael Bost, were still in operation in North Carolina. These restaurants were not involved in the trademark lawsuit.
2009: Headquarters Relocation
In 2009, Whataburger moved its headquarters from Corpus Christi to a new 140,000-square-foot building in San Antonio at 300 Concord Plaza Drive.
October 2011: Whataburger Changes Advertising Style
In October 2011, Whataburger shifted its advertising style from voiceovers by William Bassett to "documentary-style ads" featuring employees and customers.
2014: Whataburger Starts Selling Sauces at H-E-B
Due to the success of selling its sauces at H-E-B since 2014, Whataburger announced it would expand its retail offerings.
May 16, 2019: Whataburger Explores Potential Sale
On May 16, 2019, Whataburger confirmed it had hired Morgan Stanley to explore a potential sale of the company.
June 14, 2019: Dobson Family Sells Majority Stake
On June 14, 2019, the Dobson family sold their majority stake in Whataburger to BDT Capital, a Chicago-based investment firm.
2019: Whataburger Reaches Over 800 Locations
By 2019, when the company changed ownership, Whataburger had expanded to over 800 locations across the Southern United States.
2019: Whataburger Ownership Change
The Dobson family sold its majority stake in Whataburger to BDT Capital in 2019.
2019: Original A-Frame Demolished
The original A-frame Whataburger in Odessa, Texas, was demolished in 2019 and replaced with a new building.
August 1, 2020: Ed Nelson Becomes CEO
Ed Nelson was promoted to CEO of Whataburger on August 1, 2020.
2021: Whataburger Expands to the Midwest
In 2021, Whataburger began its expansion into the Midwest, opening locations in the Kansas City and Wichita metropolitan areas.
January 5, 2022: Whataburger Returns to Middle Tennessee
Whataburger returned to Middle Tennessee after a long hiatus with the opening of a store in Hermitage on January 5, 2022.
March 2022: Whataburger Announces Atlanta Expansion
Whataburger announced plans to open locations in the Atlanta metropolitan area in March 2022.
2022: Whataburger Surpasses $3 Billion in Revenue
Whataburger generated over $3 billion in revenue in 2022, operating more than 900 restaurants across 14 states and selling retail products in grocery stores.
April 2023: First Whataburger Approved for Flower Mound, Texas
In April 2023, the city of Flower Mound, Texas, approved zoning for its first Whataburger, making it the largest city in Texas to finally get a location.