There’s something undeniably heartwarming about stepping into a Whataburger. Maybe it’s the sight of those iconic orange-and-white stripes glowing in the night, the welcoming hum of a 24-hour kitchen, or the faint smell of burgers sizzling on a flat-top grill that takes you back to a time when fast food felt less like a transaction and more like a ritual.
Whatever it is, Whataburger has mastered it. And now, this beloved Texas-born burger joint is setting its sights on something bigger—much bigger.
Whataburger is making a bold move, and it’s not just about opening more restaurants—it’s about redefining the fast food experience and challenging the top dog: McDonald’s.
A Texas Legacy with National Dreams
For Texans, Whataburger isn’t just a burger chain. It’s a rite of passage. Since its founding in 1950 in Corpus Christi, the brand has woven itself into the fabric of Southern life. High school memories, late-night cravings, post-football game hangouts—it all somehow circles back to Whataburger.
Now with over 1,100 restaurants scattered across 16 states, Whataburger is preparing to enter its 17th: North Carolina. The move isn’t just another pin on the map; it’s a calculated step in a broader strategy aimed at nationwide growth.
And this expansion has a new leader behind it.
Recruiting from the Golden Arches
On March 24, Whataburger made a headline-grabbing announcement. Todd Ewen, a seasoned real estate and development veteran with over two decades of experience, has joined the team as Senior Vice President and Chief Development Officer.
But here’s what makes the hire particularly compelling: Ewen spent more than seven years at McDonald’s, the undisputed king of quick-service dining. While there, he served as a Development Director and Regional Real Estate Manager, playing a key role during a pivotal era when McDonald’s was revamping its growth strategy to keep up with changing customer expectations.
Bringing someone like Ewen onboard isn’t just a smart business move—it’s a signal. Whataburger isn’t content with being a regional favorite. It’s building a playbook that borrows from the best in the business, while still staying true to the charm that made it a Southern staple.
Growth with Soul: Whataburger’s Secret Sauce
It’s easy to look at Whataburger’s plans and boil it down to business strategy. But ask anyone who’s stepped inside one of their restaurants, and you’ll realize the secret sauce goes deeper than spreadsheets and market analysis.
Whataburger offers something that’s surprisingly rare in fast food: a sense of place. Each restaurant, from Texas to Arizona to Florida, radiates a warmth and familiarity that feels almost… personal. There’s a unique kind of Southern hospitality baked into every interaction—from the “welcome in” you hear when entering, to the fact that many locations operate 24 hours, welcoming shift workers, night owls, and road trippers alike.
And then, of course, there’s the menu.
A Menu Built for Cravings (Any Time, Day or Night)
Where many fast food chains stick to limited offerings and tightly structured mealtimes, Whataburger embraces flexibility—and flavor. You can walk in at 7 a.m. and grab a Honey Butter Chicken Biscuit that rivals any diner breakfast, or show up at 11 p.m. for a Monterey Melt that’s messy, cheesy, and undeniably satisfying.
This all-day, all-night approach isn’t just about convenience. It’s about meeting people where they are—literally and emotionally. In a world that increasingly values flexibility, Whataburger is ahead of the curve.
And it’s not just the availability. It’s the food itself. Thick, juicy burgers served on five-inch buns (yes, five inches), creamy milkshakes, fresh biscuits, and that signature spicy ketchup—it all feels crafted, not cranked out. Even the chicken strips and patty melts have a homemade feel that fast food often lacks.
It’s no wonder loyalists speak of Whataburger with a near-religious reverence.
From Humble Burger Stand to Real Estate Power Play
Behind the scenes, Whataburger is making big moves to ensure its growth is sustainable. Ewen’s hire is just the beginning. With his background in commercial real estate and as the founder of his own brokerage firm, L3 Commercial Development, he brings a keen eye for spotting emerging markets, negotiating smart locations, and building physical spaces that serve both business and community.
The goal is clear: grow the brand thoughtfully, without sacrificing the very essence of what makes Whataburger feel like home.
And there’s something especially poetic about a Texas-born burger chain going head-to-head with the global behemoth that is McDonald’s—especially when it’s doing so with one of McDonald’s own former players calling the shots.
What This Means for the Fast Food Landscape
Let’s be honest—fast food is at a crossroads. Consumers want more than just cheap, fast calories. They want experiences. They want transparency, quality, and brands that stand for something.
McDonald’s, to its credit, has made significant strides in this area. In 2015, it launched a customer-first turnaround plan focused on modernization, technology integration, and streamlined service. That effort helped the Golden Arches regain some of its sparkle.
But in recent years, younger and more agile brands like Shake Shack, In-N-Out, and now Whataburger, have begun nibbling at McDonald’s market share by leaning into authenticity and community-based growth.
Whataburger’s approach is particularly noteworthy because it doesn’t try to be trendy. It’s not chasing health halos or buzzy menu items for the sake of headlines. Instead, it offers consistency, comfort, and a strong sense of identity.
In other words, it’s not trying to be the next big thing. It’s just trying to be Whataburger—which, for millions, is more than enough.
Final Thoughts: A Challenger With Heart
So, will Whataburger “take down” McDonald’s?
Probably not in the literal sense. McDonald’s is a $200+ billion global giant with thousands of locations in over 100 countries. But Whataburger doesn’t need to topple the empire to win. All it needs to do is continue being the best version of itself—while smartly growing into markets hungry for something different.
The hire of Todd Ewen signals a deeper understanding of the road ahead: that to grow nationally, you need more than nostalgia and good intentions. You need infrastructure, vision, and people who know how to navigate the complicated world of real estate and restaurant development.
But as long as Whataburger keeps delivering those thick burgers, buttery biscuits, and warm welcomes, the expansion isn’t just possible—it’s inevitable.
And for those of us who love a burger with a side of soul, that’s very good news.
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