Whataburger

When a Texan hears the words “just like you like it,” his mouth begins to salivate. The phrase elicits images of orange-and-white triangular buildings and larger than average hamburgers wrapped in paper studded with brightly colored stickers that say things like bacon, jalapeño, ketchup. In a nutshell, the sites and tastes of a Texas classic: Whataburger.

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Business |
August 19, 2015

Whatabattle!

How the iconic burger chain’s attempt to build a bigger, better company alienated some of the people behind its success.