Whataburger will be adding a new twist to the typical fast-food experience once the restaurant chain opens its first digital kitchen in Austin.
Unlike traditional fast-food restaurants that allow patrons to order inside and enjoy a sit-down meal, Whataburger’s digital kitchen will have customers placing their orders on two dedicated outdoor kiosks or via the Whataburger app, the Austin Business Journal reported.
Although the experiment marks Whataburger’s first foray into digital kitchens, the company’s loyal customer base and the concept’s lower setup and maintenance costs could make it a lucrative business move for the San Antonio-based burger chain.
Located at 3201 Bee Cave Rd in Austin, Whataburger’s first digital kitchen will span approximately 2,263 square feet and feature a modern design centered around to-go dining instead of a traditional drive-thru.
The project was supposed to be completed by the end of October 2022, but renovations to the existing building ran longer than anticipated, according to an official filing with the Texas Department of Licensing and Regulation.
To bring Whataburger’s digital kitchen to life, the company is spending $150 million to remodel the whole building site.
“We’re excited to introduce Whataburger’s first digital kitchen in Austin’s Bee Cave to allow for newer, faster, and more convenient ways to serve our guests while providing an elevated digital experience,” said Alexander Ivannikov, Whataburger executive vice president and chief administrative officer, according to ABJ.
Whataburger’s new restaurant design comes at a time when many fast-food chains and quick-service restaurants are experimenting with innovative ways to attract new customers — all while operating with fewer variable costs, such as maintenance repairs, utility bills, and furniture supplies.
Similar to ghost kitchens and street dining, the concept of digital kitchens grew in popularity in recent years due to the drastic social distancing policies implemented by local and state officials during the COVID-19 pandemic lockdowns, which ultimately caused many restaurants and bars to either temporarily shut down or permanently close.
Despite the digital overhaul, Whataburger plans to staff around 50 team members at the new location.
The company has not yet decided on a grand opening date for the digital kitchen, but according to Ivannikov, it should open to guests sometime soon.
