.png)
.webp)
© History Oasis
For nearly fifty years, Whataburger built its reputation without a fast food mascot. The company relied on orange-and-white buildings and quality burgers to attract customers. Harmon Dobson founded the chain in Corpus Christi, Texas, on August 8, 1950. His food sold itself.
Summer 1999
Whataguy burst onto the scene in summer 1999. He was designed as an orange-and-white superhero that appeared on kids' meal bags and a company website. He wore tights, a mask, and declared his mission: "protect freshness, flavor, and the Whataburger Way!"
The timing made sense. Whataburger had just become America's eighth-largest burger chain after opening its 500th restaurant in 1995.
Soon after, Whataguy gained a sidekick named Attaboy. The duo appeared as window decals at restaurants and had their own website with games and merchandise. Their mission expanded: "making sure the earth has fresh, quality food 24 hours a day!"
2000-2005
Free comics featuring Whataguy started appearing in kids' meals in 2000. The first story sent these heroes to Planet W, where they helped the Justaliens during their "darkest hour." The aliens' Whataburger-based society was running low on Justaburgers.
By 2002, the comic series "Whatacomix" added a third hero: Lil'W.
These adventure stories came with games, activities, and coloring pages. Whataburger created an entire universe of characters called Whatapals, complete with toys, collectibles, and stickers.
The company partnered with Austin ad agency McGarrah Jessee in 2003. This team helped create campaigns and later guided the mascot's digital comeback.
2005-2020
After the comic book peak, Whataguy nearly disappeared. He remained the official mascot but rarely showed up in marketing. Fans wondered if he'd ever return.
The company kept him as a special presence rather than putting him everywhere.
Whataburger launched the Museum of Art (WMOA) as an Instagram account @TheWMOA in 2021. When COVID stopped plans for a physical gallery, they went digital. Artists could tag their Whataburger-themed work for a chance to be featured.
Whataguy became the face of Whataburger Feeding Student Success, a program tackling food insecurity in schools. He started showing up at restaurants and sporting events again.
Whataguy appeared at a teacher appreciation event in San Antonio. This kicked off Orange Spirit Week for Whataburger's 71st birthday.
The superhero entered the digital age as a character in Whataburger's Fortnite map and tournament.
The Whataburger Museum of Art finally opened its doors at SXSW 2025 in Austin. The show displayed over 200 fan artworks and featured interactive rooms like the Day Dot Room and Table Tent Mugshot Wall.
The mascot inspired countless fan creations. Trey Chavez, who works on SpongeBob SquarePants for Nickelodeon, drew a comic cover showing the Whatapals fighting Evil Dr. Stale.
Superfans have built entire rooms filled with Whataguy toys, comic issues, and memorabilia. The character has staying power.
The Museum of Art even features "the only known portrait of his great-grandfather, Reginald Lovesburgers WhataGuy," creating a fictional family history.
.webp)
.webp)