Name: Jessica Reicher
New title: Executive vice president and chief operating officer, Whataburger
Previous title: President of Arby's, Flynn Group
The chain hired Reicher to take responsibility for “overseeing operational strategy, execution, and team development across Whataburger's growing footprint,” according to a press release. Reicher will start at Whataburger on Sept. 16.
Reicher joins the burger brand from Flynn Group, where she led operations at the franchisee’s 360 Arby’s locations. Under her leadership, the Arby’s division ranked “at the top of the system on national benchmarks in sales and customer satisfaction,” and she helped improve labor turnover. She has also worked at Red Robin, Fuddruckers, Pizza Hut International, Taco Bell and Nando’s.
Reicher succeeds Debbie Stroud, who was promoted to CEO following Ed Nelson’s retirement. over the Nelson led the brand to the 1,000-store mark in January 2024. Under Stroud, the chain has continued growing, reaching 1,100 units across 17 states this year, according to the press release. The chain entered the North Carolina market earlier this year.
Like many QSRs, Whataburger’s 2025 strategy has mixed value plays with buzzy menu innovation. In June, the chain announced a meal bundle that allowed consumers to attach discounted items to combo meals. In July, the brand launched a series of refreshers, following the general trend of QSRs leaning into premium beverages as high-margin occasion drivers at a time when some dayparts are troubled by consumer pullback.
