Whataburger is often the target of my tweets, blog posts, [dry] jokes, and general fast food admiration. From an every-day consumer point of view Whataburger is simply good food made “just like you like it.” But there’s more to the Whataburger brand than their slogan.
Whataburger knows its roots, in fact you can walk into just about any Whataburger around and proudly see their photo’s of the first couple of restaurants and their flagship location in Corpus Christi, Texas. Being a native Texan myself; and growing up with Whataburger minutes away, I feel like the place is more ours –so to speak, than other burger joints. Whataburger locations have a way of truly making it feel like you are part of something special, something Southern, and specifically something Texan.
Locations aside their advertising is simply a great embodiment of that down-home feel the locations give you. From the male providing the TV advert voiceovers; which I’ve come to refer to as the “cool-Whataburger-voice-guy,” to the use of video clips from Whataburger locations with nothing around but Texas landscapes, really give off a feeling of that they are a natural and an almost expected component not only blends in, but truly belongs.
Their advertisements also aren’t the habitual fast food ads targeted towards kids, teens, and as of lately, minorities. Whataburger breaks past that with a simple message that sums up to their promise to give you what you want, the way you want it, fresh and always tasty –their target audience simply being folks who like a good meal served up in packaging so boring you know it’s the food that keeps us coming back again and again.
Whataburger just might be the quintessential fast food place with brand positioning like no other which seems to be the key to turning employees and customers alike into brand ambassadors, further building their brand image.
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