It’s the burger that never sleeps. It’s 100 percent pure American beef, four pickles, three tomatoes, fresh lettuce and onion, and tangy mustard on a five-inch bun, and it has finally arrived in Baton Rouge.
Ranked by Nation’s Restaurant News as serving one of the best burgers in America, the 24-hour Whataburger opened Monday in the capital city. The Siegen Lane location is the Texas chain’s first new franchise in 10 years.
“We started out in Corpus Christi, Texas and we have several locations in Florida,” corporate marketing director Sherry Rumley said. “We had tons of people calling in and asking, ‘Why isn’t there a Whataburger here?’ So we’re trying to fill in that I-10 corridor.”
Rumley says the chain plans to expand in Baton Rouge with three additional restaurants next year and a fourth in 2004, specifically targeting the University area. This comes as good news for LSU’s native Texans who are forced to go long academic stretches without the comfort of their favorite fast-food feast.
“I’m from Texas damn it, and I want my beef,” said Emily Warren, a human ecology senior. “It’s the ultimate meal for those late nights, and it’s a real hamburger, not those thin soy things.”
With runner-ups Arby’s and Raising Cane’s open late only three days a week–and even then only until 3 a.m.–the stage is set for a 24-hour, round the clock smackdown between Whataburger and resident late-night french fry foundry, Jack In The Box.
Jack takes round one on location, but Whataburger should win out on taste and quantity.
Rumley says she receives good feedback from college students because Whataburger has larger portions than the competition. With one glance at the product, it is difficult to argue with her. Everything’s bigger in Texas.
“I really like those big onions,” Warren said. “It’s fast-food, but it’s nicer. You never get cold nasty stuff.”
But what will draw students fastest after a long game day or sweaty night out is Whataburger’s acceptance of major credit cards, an uncommon convenience at the drive-thru.
Besides the infamous burgers, Whataburger offers a variety of American staples. Rumley guarantees each is served “any way you like it,” made to order and never pre-cooked.
“They have really good chicken fingers, too,” Warren said. “They could give Cane’s a run for their money.”
After years of improving its existing locations, Whataburger has expansion on the menu. Rumley sees the Siegen franchise as crucial to its success in the Baton Rouge market.
“Obviously we want great sales, but we’ll judge our success by establishing good loyal customers,” Rumley said. “And we’re still family-owned, so we like to give back to the community as part of our success.”
Warren says she is looking forward to the new restaurant because Whataburger reminds her of her youth.
“I’m so stoked,” she said. “My parents would always get it for me when I was little.”