Chef James Sanchez, the corporate executive chef for Whataburger since 2017, leads a team of four corporate chefs who spend an average of 18 months to two years to launch a new product or reiteration. The iconic Texas chain's menu innovations are born in their test kitchen, where they brainstorm ideas, visit other cities for inspiration, and extensively taste test and review products before launching them.
Sanchez emphasizes that despite some critics saying the quality has gone downhill since the founding family sold its majority stake in 2019, nothing has changed, and the company has perfected Whataburger's longtime and new menu offerings through science. The team aims to incorporate the Texas tang that defines Whataburger and even tests the product after it's been driven down the road to ensure it tastes the same.
Whataburger typically launches six new limited-time menu items every year, and if the company receives enough demand for a retired product, they'll consider bringing it back for another quarterly run or as a permanent fixture. Read more