Major Leadership Shakeup at Whataburger: CEO Ed Nelson Announces Retirement, COO Debbie Stroud to Step In

San Antonio, TX — In a major leadership transition for the iconic San Antonio-based fast-food chain Whataburger, CEO Ed Nelson has announced his retirement, effective at the end of 2024. The company revealed on September 4, 2024, that COO Debbie Stroud will step into the CEO role on January 1, 2025.

Nelson’s departure marks the end of a two-decade career with Whataburger. He joined the company in 2004 as controller and steadily rose through the ranks, becoming CFO in 2008, president in 2019, and CEO in 2020. Under his leadership, Whataburger expanded significantly, opening over 250 new stores and moving into 16 new states.

“Ed’s passion for the Whataburger brand has been unparalleled,” said Matthew Rose, chairman of Whataburger’s board, in a statement. “He has expertly guided the company to new heights, embodying the drive and resilience Texans are known for. We are deeply grateful for Ed’s leadership and commitment to our mission, and we wish him all the best in his retirement.”

Nelson’s successor, Debbie Stroud, brings over three decades of leadership experience in the restaurant industry. Stroud joined Whataburger in 2023 after serving as senior vice president of U.S. retail operations at Starbucks, where she was responsible for more than 10,000 stores. Before her time at Starbucks, Stroud spent 27 years with McDonald’s, holding key financial and operational roles.

“Debbie has brought a wealth of knowledge and a strong vision for operational excellence and high-quality made-to-order food to Whataburger,” Rose said. “We are excited for her to extend her energy and passion for building great teams and delivering extraordinary hospitality to customers across our expanding operations.”

Stroud expressed her enthusiasm for the role, saying, “I am honored to be selected as the next CEO of Whataburger, a family-founded, beloved brand with a strong legacy and fan base. Working alongside Ed and our dedicated leadership team has been an extraordinary experience. I am eager to realize the bright future ahead for our company, our 51,000 family members, and the communities we serve.”

The leadership change has raised questions about Whataburger’s future in San Antonio. With its increasing national presence, some speculate whether the company might consider relocating its corporate headquarters to larger metro areas such as Dallas or Houston, following in the footsteps of companies like AT&T that left San Antonio for bigger markets.

As Whataburger continues its rapid expansion, San Antonio may face challenges in retaining the company’s headquarters. Local leaders and the business community will need to make a concerted effort to ensure that the homegrown fast-food giant remains in the Alamo City, preserving its deep roots in the area.

Founded in Corpus Christi in 1950, Whataburger has become a beloved Texas institution. With Stroud at the helm, the company will enter a new chapter of growth, but the question remains: Will San Antonio remain its home?

For now, the city waits to see how this transition unfolds and what it will mean for the future of Whataburger and its connection to the San Antonio community.