Marketing

Whataburger takes its fare on the road with first food truck

Photo courtesy of Cruising Kitchens/Whataburger.

August 7, 2020

Texas fast casual brand Whataburger is celebrating its seventh decade in business by launching its first-ever food truck.

The strategy is two-fold, according to a Click2Houston report, as the fast casual aims to introduce its menu to new customers while also connecting deeper with local communities.

"We wanted a way to connect even more with our communities and to introduce Whataburger to new customers in a new and exciting way," Rich Scheffler, vice president of marketing and innovation for Whataburger, told the news outlet.

The truck features a 30,000-watt generator and 4-foot grill.

"We have worked on the idea of a food truck for years," Scheffler said. "But we didn't want it to roll out of the garage until it could turn heads and bring our restaurant-quality food to the road. This truck fits the bill."

Next year the truck will embark on a multi-state tour and will also be able to help out communities in need. It was created with the help of Cruising Kitchens.