A corporate veteran executive with previous experience at Starbucks and McDonald’s will be taking the reins at Whataburger next year following the announced retirement of CEO Ed Nelson.
Texans have a deep love for Whataburger, a homegrown fast-food chain known for its iconic orange and white stripes. It is not just a burger joint — it is a cultural staple.
In recent years, Whataburger has seen impressive financial growth. In 2022, the company reported systemwide sales of $3.34 billion, a 23.8% increase from $2.698 billion in 2021. This growth was driven by expanding its footprint to 925 locations, with an average unit volume increasing by 16.5% to $3.725 million, according to QSR.
Whataburger’s continued expansion into new markets like Colorado Springs and Kansas City has helped fuel this growth. The brand is expected to keep expanding with over 950 locations as of 2023.
Here is some of what WFAA reported on the upcoming leadership change:
Texas-based burger chain Whataburger announced via a press release Tuesday that its CEO is retiring.
Ed Nelson, who served as Whataburger CEO since 2020, will retire at the end of 2024, per the news release. He joined the company in 2004 as Controller and was promoted to Chief Financial Officer in 2008, President in 2019, and before taking his CEO title.
“Ed’s passion for the Whataburger brand has been unparalleled, and he has expertly guided the company to new heights, embodying the drive and resilience Texans are known for,” said Matthew Rose, Chairman of Whataburger. “We are deeply grateful for Ed’s leadership and commitment to our mission, and we wish him our very best in his retirement.”
Nelson’s replacement will be Debbie Stroud, who is currently EVP and Chief Operating Officer of Whataburger. She will step into the President and CEO roles effective Jan. 1, 2025, the news release said. Stroud joined Whataburger in 2023 after more than 30 years of leadership experience in the restaurant and retail industry. Stroud came to Whataburger after spending five years with Starbucks Coffee Company, where she served as SVP, U.S. Retail Operations.