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Whataburger Regionalizes with New LTO Burgers

Filed under LTO, Marketing, Menu, QSR Burgers

San Antonio-based Whataburger has divided its 10-state, 700-plus-unit marketing territory into three zones and is trying out various limited-time menu specials across these subsections. It’s good news for double-burger lovers, but not for those beginning the year by calorie counting.

The southwestern zone—encompassing Arizona, New Mexico and western Texas—gets a new Green Chile Double burger, a 1,020-calorie, 64 fat-grams handful with two beef patties, Monterey Jack and American cheese and green chiles.
      Also getting the LTO treatment are a pair of spicy new morning items: a Chorizo Taquito (scrambled eggs, chorizo, American cheese jalapeño and picante sauce in a tortilla) and a Breakfast on a Bun sandwich (fried egg, chorizo, American cheese and jalapeño on a bun). They’re available only between 11 p.m. and 11 a.m. Not full? There’s also a new Hot Chocolate Pie.

Consumers in the central zone—Oklahoma and eastern Texas—get the chorizo breakfast items and chocolate pie but the burger LTO is a new Steak Sauce Double. The 1,030-calorie, 62-fat gram burger has two beef patties, two bacon slices, American cheese, onions and steak sauce.

The southeast zone includes all of six states—Arkansas, Louisiana, Mississippi, Alabama, Georgia and Florida—and gives them the Steak Sauce Double burger, too. But the special LTO here are Cinnamon Raisin Biscuits for late nights and early mornings (11 p.m. to 11 a.m.) The biscuits are the lighter-eating choice at 230 calories and 11 fat grams each. Of course, there’s also that Hot Chocolate Pie.