Name: Scott Hudler
New title: Senior Vice President, Chief Marketing Officer, Whataburger
Previous title: President, Chief Growth Officer, Cotton Patch Cafe
Hudler, who begins his new position Feb. 21, joined the company from Cotton Patch Cafe, where he was president and led the brand’s growth efforts, according to the Whataburger press release. Hudler was with Cotton Patch Cafe from May 2022 onwards, according to his LinkedIn, where he oversaw efforts to resume the growth of the brand following the closure of a number of the casual dining chain’s locations due to the COVID-19 pandemic.
Hudler’s restaurant experience includes more than a decade at Dunkin’, where, according to the press release, he helped create the chain’s digital loyalty program and implement mobile order capability. Hudler also spent several years at Torchy’s Tacos, as that brand began national expansion, the press release states.
Hudler joined Whataburger after the chain made a number of changes to its executive leadership within the past year. Last February, the burger brand hired Debbie Stroud, former leader of Starbucks’ retail operations, as its COO. In March, Whataburger named a new chief administrative officer and promoted two other executives, a move followed in September by the the promotion of Donna Tuttle to VP of marketing and communications. Most recently, in January, the chain promoted a VP of legal affairs and compliance and a VP of financial planning and business insights.
The chain began piloting a digital-only location in September, offering a tech-forward store with a mobile pickup lane, and ordering kiosks and pickup lockers in place of a traditional dining room. On the marketing side, the company increased the variety of rewards offered through its loyalty program in February 2023, and switched the program to a bankable points model, in line with industry trends towards greater rewards redemption variety. In January, Whataburger crossed the 1,000-unit mark. Hudler will lead the brand’s marketing efforts as its expansion places it in greater competition with national QSR rivals.
