Texas-based burger chain Whataburger announced in a recent press release that its current chief executive officer, Ed Nelson, is retiring at the end of 2024 after a career that spans the last two decades with the beloved burger joint.
Nelson, who joined the company in 2004 as controller, was promoted to chief financial officer of Whataburger in 2008. By 2019, Nelson was named president of the company, and just a year later, he became CEO.
When reflecting on his time with Whataburger, Nelson stated, “Leading this company has truly been one of the greatest joys of my life. The incredible individuals and Family Members who make up our team are a blessing, and I am proud of what we have accomplished together.”
Board chairman Matthew Ross expressed his gratitude for Nelson’s time with the company, stating, “Ed’s passion for the Whataburger brand has been unparalleled, and he has expertly guided the company to new heights, embodying the drive and resilience Texans are known for… We are deeply grateful for Ed’s leadership and commitment to our mission, and we wish him our very best in his retirement.”
Stepping into Nelson’s position is another C-suite executive.
The current executive vice president and chief operating officer of Whataburger, Debbie Stroud, will take over as president and CEO of the company on January 1, 2025.
Joining the Whataburger family in early 2023, Stroud is a seasoned executive who brings with her more than 30 years of leadership experience in the restaurant and retail industry. The soon-to-be CEO has previously served as senior vice president of U.S. Retail Operations at Starbucks Coffee Company, where she oversaw the regional vice president team and was responsible for more than 10,000 retail stores across the country. Prior to her five years with the multinational coffeehouse chain, Stroud spent 27 years with McDonald’s, serving in key financial and operational roles.
“Debbie has brought a wealth of knowledge and a strong vision for operational excellence and high-quality made-to-order food to Whataburger. We are excited for her to extend her energy and passion for building great teams and delivering extraordinary hospitality to customers across our expanding operations,” Rose said.
“I am honored to be selected as the next CEO of Whataburger, a family-founded, beloved brand with a strong legacy and fan base,” Stroud said in a statement. “Working alongside Ed and our dedicated leadership team has been an extraordinary experience. I am eager to realize the bright future ahead for our company, our 51,000 family members, and the communities we serve.”
While under Nelson’s leadership, the homegrown fast-food chain has become a cultural staple, expanding into 16 new states and opening more than 250 new stores within the last five years.
Nelson has helped propel Whataburger’s presence and success in America. Under his leadership, the company launched curbside and delivery services, created the first Whataburger “digital kitchen,” unveiled modern restaurant designs, and began franchising for the first time in 20 years. Today, Whataburger can be enjoyed in 1,052 locations across the country, with more than 70% (738) of them located in its home state of Texas.
In recent years, the company has seen impressive financial growth, reporting system-wide sales of $3.34 billion in 2022, a 23.8% increase from $2.698 billion in the previous year.
Stroud, who holds a bachelor’s degree in accounting from Illinois Wesleyan University and has served on the Women’s Foodservice Forum and other nonprofit organizations, plans to continue generating Whataburger success.
“We are dedicated to ensuring that Whataburger continues to resonate deeply with our customers in Texas and beyond, allowing them to embrace our brand as passionately as we do,” Stroud said.
