Whataburger Welcomes Jessica Reicher as New COO in 2025

Whataburger Welcomes Jessica Reicher as New Chief Operating Officer

Whataburger has announced the appointment of Jessica Reicher as their new Chief Operating Officer and Executive Vice President. With an extensive career spanning more than 30 years, Jessica comes to Whataburger equipped with a wealth of experience in restaurant management and leadership.

Previously, Jessica served as the President of Arby's at Flynn Group, overseeing operations for over 360 locations across ten states. Her leadership prowess consistently placed Flynn Arby's among the top performers in sales and customer satisfaction metrics. Through effective team development strategies, she significantly improved staff retention, which earned her team the prestigious Arby's Franchisee of the Year award in 2021.

Jessica's professional journey commenced at Red Robin, where she advanced from hourly team member to Regional Operations Director. Her career has also included senior leadership positions at Fuddruckers, Pizza Hut International, and Taco Bell, where she managed the integration of over 7,200 restaurants. Moreover, as COO of Nando's U.S., Jessica implemented a growth strategy focused on cultivating a people-first culture, which yielded substantial increases in both sales and profitability.

Joining Whataburger during a year of significant celebration – its 75th anniversary – Jessica will be responsible for all Corporate and Franchise Restaurant Operations, as well as Restaurant Services. She will develop and execute operational strategies and team development initiatives across the company's expanding footprint.

Having lived in Texas, Jessica expresses deep appreciation for Whataburger’s iconic status and community connection. "Whataburger stands for quality, care, and community—and I am excited to help further that legacy with our teams across the country," Jessica commented.

Her official start date is set for September 16, 2025. She will be working from the company’s headquarters in San Antonio, where she will connect with the 52,000+ employees known as Family Members and engage with the loyal guests across more than 1,100 restaurants in 17 states.

Jessica holds a Bachelor of Science degree in Biology from the University of Oregon, where she not only balanced her rigorous studies but also a demanding work schedule at Red Robin. This experience ignited her passion for team development and operational excellence.

Outside of her professional commitments, Jessica is dedicated to mentoring upcoming leaders and supporting non-profit initiatives aimed at workforce development. Her contributions in workplace culture and her track record of positive impacts make her an ideal fit for Whataburger as they continue to grow. Debbie Stroud, CEO of Whataburger, mentioned, "Jessica's proven experience and her commitment to workplace culture will sharpen our operational excellence and enrich the guest experience at every touchpoint."

Founded in Texas and headquartered in San Antonio, Whataburger has been serving customized burgers and a variety of other menu items 24/7 since its inception in 1950. With a storied history and loyal fan base, Whataburger continues to expand its reach across the nation while ensuring quality and hospitality remains at its core. The brand recently celebrated 75 years of delivering delicious food and exceptional service to its customers, solidifying its status as an American favorite.

For more information about Whataburger, its delicious menu offerings, or to find a location near you, visit Whataburger.com.