After blitzing the southeast with dozens of restaurants, Whataburger's rapid growth is showing signs of growing pains. The San Antonio-based burger chain confirmed Thursday that it plans this month to close a total of eight restaurants across Georgia, Alabama, and Tennessee.
ToNeTo Atlanta first reported Wednesday on the chain's plans to close six locations, but we have now learned of two more the company will close.
The following restaurants are due to close at 11:59PM on December 15:
1924 Memorial Boulevard in Murfreesboro, TN - opened July 22, 2024
11190 Lebanon Road in Mt. Juliet, TN - opened July 8, 2024
791 North 2nd Street in Clarksville, TN - opened April 15, 2024
1602 Haynes Street in Clarksville, TN - opened March 4, 2024
101 N. College Street in Auburn, AL - opened January 3, 2022
1130 University Boulevard in Tuscaloosa, AL - opened August 14, 2023
254 Riley Road in Dahlonega, GA - opened June 3, 2024
700 US-29 in Athens, GA - opened June 17, 2024 (This location is due to close as of midnight on December 14.)
The Auburn and Tuscaloosa locations were located near the campuses of Auburn and the University of Alabama respectively, but neither had a drive-thru. The Athens location did have a drive-thru, but was one of three units in the Athens area.
The Tuscaloosa location made headlines ahead of its opening for two reasons:
1) It did not feature the company's signature orange color on the exterior due to reported "aesthetic consistency," but of course, orange is the color of SEC rival Auburn.
2) The restaurant was also Whataburger's first "digital-forward" location featuring kiosks for ordering and food lockers to keep ordered food at optimal temperatures ahead of pick up.
The Dahlonega location had an impressive (by Whataburger standards) 4.1 star rating on Google with more than 500 reviews. It's rating and number of reviews were the highest of any of the locations slated for closure.
"As a growing brand expanding into new markets, we regularly conduct a business review of our locations to maximize opportunities for growth and keep Whataburger strong in the communities we serve. In a few cases that means closing restaurants," a Whataburger spokesperson said in response to the closures.
Despite the closures, the company intends to continue to grow its presence throughout the southeast.
"In 2026 alone, guests will find over 40 new Whataburger locations opening throughout the Southeast. While closing any location is a difficult decision, the restaurants closing represent less than one percent of our over 1,100 locations," the spokesperson added.
Real estate sources suggest that several units around the metro are underperforming, including those on Woodstock Road in Roswell and on Jodeco Road in Stockbridge, both of which are owned and operated by franchisee Made To Order Holdings, LLC.
Two of the newest locations to have opened in Georgia are those on Pleasant Hill Road in Duluth, which debuted September 22, and on Sandy Plains Road in East Cobb, which opened December 1.
The company has another location under construction in Johns Creek, but was not approved for a planned location along Roswell Road in Sandy Springs. Elsewhere around the state, Whataburger is said to be "reevaluating" some previously announced sites.
Since entering the metro Atlanta market in November 2022 with a restaurant in Kennesaw, the chain has added more than three dozen restaurants to the state. Following the closure of the Athens unit, the company and its franchise partners will operate a total of 37 restaurants around the state. The chain has previously stated it plans to have 50 Whataburger restaurants open in Georgia by 2030.
Are you surprised to see Whataburger already closing restaurants? What is your favorite fast-food burger? What regional chain would you most like to see open in metro Atlanta?
Please share your thoughts below.
No comments:
Post a Comment