Whataburger's new chief executive, Debbie Stroud, has promised to tackle long-standing customer complaints over slow service while introducing new menu innovations to meet changing demand.
Criticism of waiting times has repeatedly surfaced on social media, including a Reddit thread from December titled “Why is Whataburger SOOOO slow???” which drew more than 100 responses. Customers reported wait times ranging from five to 25 minutes for their orders.
Speaking to Nation's Restaurant News on Tuesday, Stroud acknowledged that made-to-order cooking naturally takes longer, but said the chain is introducing new kitchen equipment and a revised workflow to deliver the same quality beef in a faster timeframe. “We're implementing a new kitchen flow with new equipment that helps us deliver the exact same quality fresh beef cooked to order, but in a faster setting,” she explained.
Stroud, who joined Whataburger as chief operating officer in 2023 following a 27-year career at McDonald's and five years at Starbucks, became CEO last year. She said the company is redefining value beyond price, focusing on portion size, food quality, and the overall experience. In January, Whataburger launched its $3-$4-$5 Whatadeal menu, but Stroud stressed that other entry points on the menu offer significant value.
The company also plans to innovate around its chicken platform, noting that customers are eating more poultry, and will expand its beverage offerings, which Stroud described as a major part of the consumer experience.
