Whataburger is spicing up January's frigid weather with its first-ever Jalapeno Week, starting today. Now through Jan. 17, customers can add jalapenos to any burger, sandwich, taquito or other entree for free, an option that regularly costs about 45 cents per item.
On Jan.12, the chain will hold a series of jalapeno eating contests at restaurants in eight cities designed to benefit local charities. The eating contests will feature firefighters and police officers from 16 different departments who will compete in contests at Whataburger restaurants in select cities in Texas, Oklahoma and Arizona. Department teams will see who can eat 12 whole, pickled jalapenos the fastest, with the winning team taking home $750 for a charity of their choice. The runners-up will each earn $250 for charities of their choosing. Overall, Whataburger will donate $8,000.
"Because of our roots in Texas and the Southwest, our customers are no strangers to spicy heat," said Rich Scheffler, group director of marketing for Whataburger Restaurants LP. "In an average week, we get requests to add jalapenos more than 100,000 times. Our customers know our heritage of making every order customized and they're not afraid to take advantage and spice things up."
Whataburger's Jalapeno Week is part of Whataburger Serves, a year-long series of themed activities that demonstrate Whataburger's service-oriented approach to business. Plans include events to build employee team spirit and morale, customer appreciation initiatives and activities as well as free food offers, and community programs that support groups in need.
