For the first time, the Whataburger Museum of Art (WMOA) is moving beyond Instagram and into a physical space to celebrate the brand’s 75th anniversary.
As part of the anniversary festivities, an immersive art gallery has been set up in downtown Austin during South by Southwest (SXSW). The exhibit showcases fan-made artwork in a variety of forms, including Whataburger-themed acrylic nails, crocheted Whatameals, oil paintings, action figures, embroidered hats, and even a miniature Whataburger motorcycle. While the mediums differ, the common thread is a shared love for the brand and personal interpretations of its significance.
One standout piece, Convos & Comfort Food by Houston-based artist Khia Ancalade (@khiascanvas), is a digital illustration depicting people gathered in a Whataburger enjoying a meal. “While creating this piece, I reflected on how comfort food has a way of bringing people together, especially students navigating the highs and lows of life,” Ancalade wrote in her artist statement. “A simple meal can turn into late-night debates, deep conversations, and moments of laughter that shape lifelong connections.”
The idea for the Whataburger Museum of Art originated in 2020 through the brand’s agency, McGarrah Jessee, after noticing the abundance of fan-created art. When the pandemic delayed plans for a physical gallery, WMOA launched on Instagram in 2021, inviting artists to tag their work for a chance to be featured. The account has since grown to 22,600 followers with nearly 300 posts.
Partnering with McGarrah Jessee, Acceleration (its PR agency), SXSW, and Wanderlust Wine Co., Whataburger saw its 75th anniversary as the perfect opportunity to bring WMOA to life. The launch also coincides with the return of fan-favorite menu items like the Monterey Melt.
“We want the 75th anniversary to be about sharing the love with our fans. We are super fortunate to be such a beloved brand, and we want to give back,” says CMO Scott Hudler. “So we’re doing it through activations like the art gallery and bringing back fan-favorite menu items. We do read the comments on social media and consider them when we plan activations.”
Artists were paid to have their work featured in the gallery, ensuring a diverse collection of styles and perspectives. Looking ahead, Whataburger plans to take WMOA to multiple markets nationwide, with a potential showcase at the company’s annual convention in the fall. Additionally, a permanent gallery wall is being created at the corporate office to honor fan contributions.
“We’ve got to continue to stoke that love—and in some cases—reignite the love for the brand with our products, our guest experience, and events like this,” Hudler adds. “We want to celebrate with our fans and continue to acknowledge them and give back however we can.”
Whataburger CEO Debbie Stroud attended the exhibit alongside members of the founding family, including Lynne Dobson, who was surprised to see one of her own art pieces displayed. Stroud emphasized the exhibit’s role in fostering community and artistic expression.
“The WMOA exhibit is a declaration of a community that believes in the power of art and being stronger together,” Stroud says. “It brings together inspiration and ways to express human connection and explore what love really feels like. When people express their love for Whataburger through art, the answer is this celebration of creativity and community. It’s inspiring, and I hope it continues to grow.”
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