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Whataburger markets the iconic A-frame design for a new look

Whataburger, the fast food chain transformed into a Texas treasure, is undergoing transformation. But the famous burgers and fries aren’t disappearing, and the brand’s orange and white color scheme isn’t fading away. Rather, the restaurants themselves are getting an updated look.

Whataburger recently unveiled its first refurbished store in its hometown. The newly refurbished location at 7007 S. Zarzamora St. in southern San Antonio is “truly a fusion of old and new,” James Turcotte, senior vice president of real estate in Whataburger, tells CultureMap.


“We went out of our way to try to keep the link with our past, because we know, especially in Texas, that people̵

7;s grandparents have eaten there, their parents have eaten there, they are eating there,” says Turcotte’s review of the company-level design. “We don’t take that loyalty lightly at all. We will do everything to try to make sure they feel as if the Whataburger tradition is still present and maintained, and we are good brand administrators.”

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