Declining burger chain taps former McDonald’s leader in bid to turn things around
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At The GrayVine, we’ve seen fast-food giants rise and fall, but few make a comeback play as bold as this.
After a rocky run, one burger chain is tapping into serious firepower by bringing in talent from a household name.
And their next move could put them back on the map—one sizzling patty at a time.
Whataburger—a national burger brand—has recruited Todd Ewen, a former McDonald’s executive, to help spearhead its expansion strategy.
Ewen has stepped into the role of Senior Vice President and Chief Development Officer as of March 24.
He’s expected to lead the company’s growth by tapping into over two decades of experience in the fast-food real estate world.
“I look forward to helping the leadership team reach the important growth goals they’ve spelled out,” Ewen said.
At McDonald’s, Ewen helped oversee more than $300 million in lease and purchase deals. Now, he’s shifting from a brand with 14,000 US locations to one with just over 1,000—but a lot of ambition.
Company leadership believes Ewen’s expertise will be essential in bringing their famous food and hospitality to over 24 million new customers in 2024.
“Todd's deep understanding of real estate in the quick service restaurant industry will be integral in helping Whataburger execute our growth strategy, bringing delicious food and a great experience to new markets and new fans,” said Executive Vice President and Chief Administrative Officer Alexander Ivannikov.
The burger brand’s current five-year plan includes big goals, and they review the plan annually for maximum impact.
This year, they're expanding into new markets—starting with North Carolina. The first locations will land in the Charlotte area, with Raleigh coming next year.
They’re also preparing for a new store opening in San Antonio in partnership with Love’s Travel Shops.
President and CEO Debbie Stroud noted that other states are on the horizon too, telling fans to “stay tuned.”
The company made more than $4 billion in revenue last year. They’re now celebrating their 75th birthday with new offerings, including Mexican Hot Chocolate Coffee and a Mexican Hot Chocolate Shake.
They’ve even launched a collaboration with Wrangler and created a new digital home. More contests and special offers are expected leading up to their August 8 celebration.
Do you think this former McDonald’s executive has what it takes to revive this burger chain? Have you seen your local spot open—or close—in recent years? Drop your thoughts in the comments below. We’d love to hear your take on whether this fast-food comeback will be a true success story or just more smoke than sizzle.
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After a rocky run, one burger chain is tapping into serious firepower by bringing in talent from a household name.
And their next move could put them back on the map—one sizzling patty at a time.
Whataburger—a national burger brand—has recruited Todd Ewen, a former McDonald’s executive, to help spearhead its expansion strategy.
Ewen has stepped into the role of Senior Vice President and Chief Development Officer as of March 24.
Whataburger has recruited Todd Ewen, a former McDonald’s executive, to help spearhead its expansion strategy. Image source: KVUE / YouTube
He’s expected to lead the company’s growth by tapping into over two decades of experience in the fast-food real estate world.
“I look forward to helping the leadership team reach the important growth goals they’ve spelled out,” Ewen said.
At McDonald’s, Ewen helped oversee more than $300 million in lease and purchase deals. Now, he’s shifting from a brand with 14,000 US locations to one with just over 1,000—but a lot of ambition.
Company leadership believes Ewen’s expertise will be essential in bringing their famous food and hospitality to over 24 million new customers in 2024.
“Todd's deep understanding of real estate in the quick service restaurant industry will be integral in helping Whataburger execute our growth strategy, bringing delicious food and a great experience to new markets and new fans,” said Executive Vice President and Chief Administrative Officer Alexander Ivannikov.
The burger brand’s current five-year plan includes big goals, and they review the plan annually for maximum impact.
This year, they're expanding into new markets—starting with North Carolina. The first locations will land in the Charlotte area, with Raleigh coming next year.
They’re also preparing for a new store opening in San Antonio in partnership with Love’s Travel Shops.
President and CEO Debbie Stroud noted that other states are on the horizon too, telling fans to “stay tuned.”
The company made more than $4 billion in revenue last year. They’re now celebrating their 75th birthday with new offerings, including Mexican Hot Chocolate Coffee and a Mexican Hot Chocolate Shake.
They’ve even launched a collaboration with Wrangler and created a new digital home. More contests and special offers are expected leading up to their August 8 celebration.
Also read:
