1950
950
$1,200,000
$35,000
$2,300,000
No
Whataburger is one of America’s most beloved fast-food chains, known for its signature made-to-order burgers, iconic orange-and-white-striped A-frame buildings, and a deeply loyal customer base across the southern United States. Since its founding in 1950, the brand has become synonymous with quality, consistency, and hometown pride. With decades of operational excellence and an expanding market presence, Whataburger offers a lucrative opportunity for entrepreneurs seeking a well-established, high-performing restaurant franchise in the quick-service burger category.
Built on a foundation of fresh ingredients and genuine hospitality, Whataburger has maintained its competitive edge by delivering an authentic dining experience that goes far beyond the typical fast-food chain. Whether it’s the Original Whataburger, the Honey BBQ Chicken Strip Sandwich, or their famous breakfast menu, every item is prepared to order — a commitment that sets the brand apart in a crowded QSR landscape.
As of today, Whataburger operates hundreds of locations across Texas and the southern USA, with continued national expansion through both company-owned and franchised stores. Backed by strong brand recognition, operational expertise, and a proven business model, the Whataburger franchise presents an attractive investment for entrepreneurs passionate about quality food and exceptional service.
Why Invest in the Whataburger Franchise?
Investing in a Whataburger franchise means joining a legacy brand that has proven its profitability and scalability over more than seven decades. Here’s why it stands out:
Powerful Brand Recognition: Whataburger enjoys one of the strongest regional brand loyalties in the QSR industry. Its signature orange-and-white theme and “just like you like it” slogan resonate deeply with generations of customers.
Strong Financial Performance: With consistent sales growth and high unit-level revenue, Whataburger restaurants outperform many competitors in the burger category.
Comprehensive Support: Franchisees receive world-class training, site selection guidance, marketing assistance, and operational systems designed to ensure success.
Expanding National Footprint: Since partnering with private equity firm BDT Capital Partners in 2019, Whataburger has accelerated its franchising program across the U.S., entering new markets and offering fresh opportunities for growth.
Community-Centered Business Model: Whataburger’s culture of community engagement and customer-first values helps franchise owners build strong local relationships and loyal repeat customers.
Established Year: 1950
Founders: Harmon Dobson and Paul Burton
Headquarters: San Antonio, Texas, USA
Ownership: BDT Capital Partners (majority ownership since 2019)
Industry: Quick-Service Restaurant (QSR) – Burgers & Fast Casual Dining
Franchise Units: Over 950+ locations across the U.S. (mix of corporate and franchised)
Whataburger’s story began in Corpus Christi, Texas, when Harmon Dobson envisioned a burger so big and delicious that customers would exclaim, “What a burger!” That idea turned into a regional phenomenon. Over the next several decades, Whataburger grew into a cultural icon across the South, maintaining its commitment to quality, friendly service, and community spirit.
In 2019, the Dobson family sold a majority stake to BDT Capital Partners, ushering in a new era of expansion and professional management while staying true to the brand’s Texas roots. The partnership accelerated the brand’s reach beyond its traditional markets, opening doors for franchise opportunities in states like Kansas, Missouri, Tennessee, and beyond.
Whataburger provides franchisees with a robust support system covering every stage of the ownership journey:
1. Pre-Opening Support:
Site selection and demographic analysis to identify high-traffic, profitable locations
Restaurant design, construction guidance, and access to approved vendors
Pre-launch training for owners and management teams at corporate training centers
2. Comprehensive Training Programs:
Franchisees and their managers undergo a structured multi-week training program that covers:
Operations and food preparation
Customer service standards
Inventory management and cost control
Leadership and staff training methods
3. Marketing & Branding Support:
Access to national and regional marketing campaigns
Local marketing strategy support to drive store-level traffic
Digital and social media marketing assets customized for local use
4. Ongoing Operational Support:
Dedicated franchise business consultants offering continuous performance guidance
Technology systems for POS, data analytics, and performance tracking
Regular audits and updates to maintain brand quality and profitability
With this hands-on franchisee support framework, Whataburger ensures every location operates at the same exceptional standard customers expect nationwide.
Whataburger seeks passionate entrepreneurs who share its dedication to quality, customer service, and community engagement. The ideal franchise candidate should have:
Strong Business Acumen: Prior experience in restaurant operations, hospitality, or retail management is highly preferred.
Financial Capability: Ability to meet investment and liquidity requirements. Multi-unit experience is a plus.
Hands-On Management: Commitment to overseeing daily operations and ensuring consistent brand performance.
Community Connection: Willingness to become actively involved in local outreach and sponsorships.
Growth-Oriented Mindset: Desire to expand with multiple units over time and develop a regional presence.
Franchisees who embrace Whataburger’s values — family, community, service, and quality — tend to thrive in this system.
Below is an estimated breakdown of the financial requirements for a Whataburger franchise in the USA:
| Expense Category | Estimated Cost (USD) |
|---|---|
| Total Investment | $1.2 million – $2.3 million |
| Minimum Net Worth Required | $5 million |
| Minimum Liquid Capital | $2 million |
| Franchise Fee | $35,000 – $50,000 per unit |
| Royalty Fee | 5% of gross sales |
| Marketing/Advertising Fee | 2% of gross sales |
| Working Capital | $100,000 – $200,000 |
| Expected ROI | 15% – 25% annually (based on performance) |
| Average Annual Revenue per Unit | $3 million – $4 million |
| Break-Even Period | Typically 2 – 3 years |
Note: These figures are estimates and can vary depending on market, location, and operational efficiency.
Revenue streams primarily include dine-in, drive-thru, online ordering, delivery, and catering services. The combination of strong unit economics, brand power, and loyal customer following makes Whataburger one of the most promising investments in the fast-food industry today.
