Quick-service chains have tried everything from bringing back old favorites to lowering prices to lure customers as they fight to boost sales. Whataburger apparently is trying to boost traffic by taking a favorite burger — as well as trans fats — off its menu.
The chain has created a microsite and telephone hotline for fans mourning the loss of the chain's A.1. Thick & Hearty Burger. Whataburger has featured the burger as a cyclical limited-time offering since 1998, with fans of the burger petitioning for its return during its off season. But on Dec. 21, the chain is retiring the sandwich forever.
"We understand the Thick & Hearty Burger has a loyal following and there will be some disappointment and even sadness at the news. It's never easy to say goodbye to a good friend," said Todd Coerver, Whataburger Restaurants LP vice president of marketing and innovation, said. "That's why we have set up a Support Group to help with the grieving process." The microsite www.A1SupportGroup.com allows visitors to post a photo or video of their fond memories of the burger or to post a farewell message on a goodbye card. The telephone support line (877) A1SUPPORT (877-217-8776) gives callers the choice of listening to coping tips or to the countdown until the sandwich leaves the menu, joining in a singalong to 'He's a Jolly Good Fellow' or recording a farewell message that will be posted on the microsite.
The A.1. Thick & Hearty Burger features two patties of 100 percent American, fresh, never frozen beef, grilled onions, cheese and two slices of crispy bacon, topped with tangy A.1. Thick & Hearty Steak Sauce and served on Whataburger's signature freshly baked, five-inch toasted bun.
Better for you innovations
Whataburger will eliminate all trans fats from its menu starting Jan. 1, according to a story in San Antonio Express-News. The effort is one of the steps the chain is taking to adapt to consumers' changing tastes. The chain also is adding a side salad to the menu.
From the San Antonio Express-News:
At present, diners can order a Whataburger on a wheat bun and request no oil on the bread, and the stores also offer a grilled chicken sandwich, a grilled chicken salad and garden salad."If you want double meat, double cheese, we're more than happy to give you that," (Whataburger president Preston) Atkinson said. "But we also want to offer choices."
