Aiming for a modern-yet-retro look, Whataburger is reviving its iconic A-frame. Sort of.
The San Antonio-based hamburger chain is introducing two new prototype store designs, each of which is “grounded in the brand’s heritage but built for how [customers] experience Whataburger today,” the company says.
The designs will be incorporated into newly built locations.One of the prototypes, called The Legacy, reintroduces the classic A-frame shape, but with a modern twist, on the exterior of a 3,000-square-foot store and enlarges the dining room, the company says. The new A-frame treatment maintains “the unmistakable Whataburger look with bold architectural updates,” says the burger chain, but it takes up far less space than the original version.
The other prototype, called The Essential, leans into the iconic orange-and-white striped scheme on the exterior of a 2,000-square-foot restaurant.
CultureMap reported in 2020 that Whataburger had debuted its first refreshed store in South San Antonio, de-emphasizing the familiar A-frame, adding more glass around the front of the building, updating the décor, and retooling the kitchen. In the six years since, most of Whataburger’s original A-frame-adorned “flying W” stores have switched to new formats, and all newly built locations have incorporated modern designs.
Among other changes coming to new Whataburger restaurants are:
- Warmer spaces featuring natural wood tones, more glass, and modern materials to “create a more open, welcoming environment.”
- Updated layouts with flexible seating and dedicated areas for mobile orders and third-party order pickups.
“The result is a space that feels like Whataburger from the moment you pull in, with a few thoughtful updates to make every visit even better. It’s all about honoring the brand’s roots while making room for what’s next,” the company says.The new prototypes will debut in Texas and then be rolled out in Arizona, Florida, Georgia, North Carolina, and South Carolina. Construction is set to start later this year, and store openings are expected in early 2027.
Whataburger, founded in 1950 in Corpus Christi, operates more than 1,100 restaurants in 17 states, with the bulk of them in Texas.
