If you have lived in Texas for more than a couple of minutes, you have probably been to a Whataburger. As Texas’ favorite burger joint*, the A-frame building with the orange and white stripes was always a welcome sight to hungry folks.
Whataburger recently announced that their restaurants will get a new fresh look, largely ditching the aforementioned A-frame look in favor of something a little newer. A little more… Wendy’s-ish.
The news release says that the new and remodeled restaurants will soon feature a range of new upgrades to lower environmental impact, increase capacity (yikes) and make the dining experience better. These upgrades include more efficient kitchen equipment, LED lighting, and a focus on using renewable resources. They also promise that the iconic imagery of previous restaurants will be present.
“Whataburger’s new restaurant designs and remodels will stay true to our unique look, just in an updated and fresh way,” said James Turcotte, Whataburger's senior vice president of real estate.
Whatever you want to call it, it’s certainly more modern than the previous look.
It’s also much more boring.
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Part of the appeal of Whataburger was that it always seemed to be just a little bit stuck in the last century. The garish orange and white stripes, and the hopelessly outdated look of the A-frame building were uncool in the most comforting way. It felt innocent. Like the burger gods were telling you, “We don’t care what this place looks like, just that the food is good.”
“There are a lot of things our customers hold sacred about Whataburger, including the iconic A-frame, orange and white stripes, and the strong link to our history,” Turcotte said.
You know what, though? Everything will be OK as long as they never take the honey barbeque chicken strip sandwich off the menu.
*There’s no argument here. Take your In-N-Out opinions back to California.
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