The Arby’s veteran will franchise restaurant operations.
By Andrew Carlo
Whataburger has named industry veteran Jessica Reicher as the fast casual brand’s new executive vice president and chief operating officer.
Reicher joins Whataburger during its 75th anniversary year and will lead all corporate and franchise restaurant operations and restaurant services. The company also said that Reicher will be overseeing operational strategy, execution, and team development across Whataburger’s growing footprint.
The executive previously served as president of Arby’s of Flynn Group where she led over 360 locations across 10 states. According to Whataburger, Reicher’s people development strategy resulted in industry-leading turnover improvements, and the team was recognized with Arby’s Franchisee of the Year Award in 2021.
In her new role, Reicher will be based in San Antonio. Texas at Whataburger’s home office. She will officially start her new role on Sept. 16.
“Having lived in Texas, I’ve long admired Whataburger’s iconic presence and passionate following,” said Reicher. “It’s a brand that stands for quality, care, and community—and I’m excited to help carry that legacy forward with our teams across the country.”
Reicher’s career began at Red Robin, where she rose from hourly team member to regional operations director. She later held senior leadership roles at Fuddruckers, Pizza Hut International, and Taco Bell, where she led restaurant excellence and integration for over 7,200 restaurants. At Nando’s U.S., she served as COO, leading a strategic growth plan that included building a people-first culture that unlocked significant growth in sales and EBITDA.
“Jessica’s proven experience and positive impact on workplace culture make her an ideal fit for our brand as we continue to expand,” said Debbie Stroud, CEO of Whataburger. ” As COO she will sharpen our operational excellence, enhance the Whataburger guest experience at every touchpoint, and invest in developing our Family Members (employees) – fueling our tradition of quality, care and hospitality that’s been at the heart of Whataburger since 1950.”
Whataburger has more than 1,100 restaurants in 17 states along with 52,000 employees.
Franchise information about Whataburger is available at whataburger.com/franchise.
