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Whataburger goes plastic brick and mortar with toy offerWhataburger goes plastic brick and mortar with toy offer

A-frame burger brand expects sold-out models to return

Ron Ruggless, Senior Editor

October 6, 2018

1 Min Read
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Whataburger Inc., the popular regional burger brand known for its signature A-frame locations, is giving its fans a chance to build their own restaurant — at least in a toy-sized version.

The San Antonio, Texas-based Whataburger teamed with plastic-brick maker BRXLZ to create the 1,737-piece kit, which features the brand’s “iconic orange-and-white stripes” as well as a Whataburger sign. The kit is sold in the company’s online store for $39.99.

However, as of Friday the buildable restaurant brick kit was sold out.

“We’re working hard to restock before the holidays,” the company said.

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The restaurant kit is recommended for ages 12 and older and yields a mini-restaurant that’s five inches high and more than 10 inches long when completed.

Whataburger ranked No. 33 in U.S. systemwide sales in the most recent Nation’s Restaurant News’ Top 200 rankings, posting estimated sales of $2.3 billion in the fiscal year ended December 2017.

The chain has more than 820 locations.

Contact Ron Ruggless at [email protected] 

Follow him on Twitter: @RonRuggless

About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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