This week’s shout-out goes to Debbie Stroud, CEO and President of Whataburger.
Some leaders walk into an iconic brand and immediately start “changing things.” New logos. New layouts. New everything. Debbie Stroud did the opposite. She listened—and that’s exactly why she deserves this week’s shout-out.
Debbie stepped into Whataburger (yes, the orange-and-white-striped institution that lives in the hearts of Texans everywhere) and brought a rare blend of operator discipline, culture protection and growth mindset. After over 27 years at McDonald’s, plus time at Starbucks, she didn’t show up with a “Debbie Stroud playbook” and force it onto a 75-year-old brand. She showed up with curiosity, humility, and a real commitment to the people who put on the orange shirt every day.
On The Hospitality Hangout, Debbie broke down what makes Whataburger different in a way only a true steward can: the brand isn’t just a menu, after all. It’s a feeling. The stripes aren’t decor but emotional connection. And the food? Fresh, never frozen beef… veggies cut in every restaurant every morning… proprietary sauces… and a Patty Melt that has Schatzy ready to book a flight.
She also nailed what the best CEOs understand right now: innovation matters, AI can help, but it can’t replace human connection. Debbie’s focus stays exactly where it should: making the team’s job easier so they can take better care of the guest.
From “walking beans” on a Midwest farm (yes, that’s real) to leading nearly 1,200 locations and expanding into new states, Debbie’s story is proof that hospitality isn’t a stepping stone. It’s a career, a craft, and for the right leaders… a legacy.
Debbie: we see you. We’re cheering for you. And we’re ordering the Patty Melt.
🔥 Shout-Out Q&A: Debbie Stroud, CEO and President of Whataburger
What was your very first job?
““Walking beans.” Which is exactly what it sounds like: walking fields in the Midwest and pulling weeds.”
Were you in hospitality back then?
“Nope. Farm life first. Hospitality came later… after the weeds surrendered.”
What’s the Debbie Stroud career strategy?
“Say yes to projects. Say yes to opportunities. Say no to a few things, too.”
What pulled you to Whataburger?
“An iconic brand with culture, pride, care, and love. It was a real opportunity to grow while protecting what makes it special.”
First move as a new leader walking into a 75-year-old brand?
“Not redesigning logos. Not flipping the script.”
What’s the deal with the orange-and-white stripes?
I”t’s not just branding—it’s a feeling. Also: founder Harmon Dobson was a pilot and wanted the restaurants to be visible from the sky like runway markers.”
Big Whataburger flex we didn’t know?
"Fresh, never frozen beef. Veggies cut in every restaurant every morning. Proprietary mustard and proprietary sauces. This is not “burger joint” energy. This is “legacy + standards” energy.”
What should Schatzy order on his first Whataburger run?
“My go-to lineup: Patty Melt (the headliner), sweet and spicy bacon burger (often in the junior size) and Monterey Melt.”
Sauce order (because it matters):
“Creamy peppercorn, jalapeño ranch, honey BBQ. No, I won’t apologize.”
What’s the most Texas collab of all time?
“Dr Pepper x Whataburger shakes—and this year it’s Blackberry Dr Pepper Shake.”
What’s the Whataburger vibe in one sentence?
“It’s not just orange-and-white stripes… it’s an emotional connection.”
How do you think about AI in restaurants?
“AI can help people do their jobs more efficiently (better schedules, smarter data), but it doesn’t replace human connection, which is a big part of Whataburger’s magic.”
AI drive-thru voice ordering… yes or no?
“Testing in a few locations — especially useful for late-night hours (Whataburger is open 24/7).”
Coffee order?
“A latte made at home with a Nespresso Blonde pod. (Gold capsule. CEO-approved.)”
How do you take your bagel?
“Everything bagel with plain schmear, toasted.”
Uber rating?
“I haven’t checked because when you’re nice, pleasant, and respectful, you don’t have to worry about your rating.” (We’re calling that a 5.0 mindset.)
