The annual SXSW festival is a time where people celebrate forward thinking, expression, and creativity. Whataburger embraced that concept with the Whataburger Museum of Art. During this pop-up event, the celebration of 75 years of burgers, shakes, and those iconic table tents.
Certain brands resonate with people beyond the food served on the table. It could be an A-frame building that denotes a company even without seeing a sign. It could be a signature color that can be seen for miles across a blue sky. No matter the scenario, just the visual can cause memories, feelings, and cravings to take over.
Whataburger is one of those brands. The classic orange and white design has people thinking about those burgers. That promise of freshly made food served with “Goodness” 24/7 has been part of the brand’s ethos since the beginning.
That food has been giving people all the satisfaction, feels, and more. Now people are ready to channel those expression in another way. Welcome to the Whataburger Museum of Art (WMOA)
Speaking about the special pop-up event during SXSW, Whataburger President and Chief Executive Officer Debbie Stroud shared, “Sometimes a burger is so delicious, the hospitality so sincere that mere words won’t do. That’s why some of our customers turn to paintbrushes and knitting needles. The creativity of our fans never ceases to amaze us. From illustrators and muralists to digital creators, these artists have transformed their love for Whataburger into incredible works of art. The exhibit pays homage to 75 years of goodness, and there’s no better way to recognize our community’s passion than by showcasing these customer masterpieces.
The WMOA features a wide array of artistic pieces as well as an opportunity for guests to leave their mark on the experience. From decorating a plain, white room with “Day Dot” stickers to posing with a “borrowed” Table Tent, it is the interactive aspect that makes this museum success.
The artistic pieces have people talking, contemplating, and even debating. But, the interactive elements leave a bigger impression. Those moments make it personal. The photo share may or may not make a person’s feed, but the memory will come flooding back when they hit the drive-thru or sit down at the table for a meal.
These types of food museums have become the new norm. The Museum of Ice Cream made a splash in the beginning with its highly visual components. But, a successful food museum needs to be more than a photo opt. It needs to resonate highlight that deeply rooted connection food and emotion. WMOA does that.
Given the success of WMOA at SXSW, it will be curious to see how other brands adapt this concept. KFC has their permanent museum in Kentucky. Taco Bell had special vacation houses in the California desert. Is there another "museum" on the horizon?
For restaurant or food brands looking to foster a long standing connection to their fans, it is time to open the doors to their event. It might not be a museum, but finding ways to keep that connection strong ensures a brand’s longevity.
The Whataburger Museum of Art is open through March 9, 2025 at SXSW. More information can be found at Whataburger.com.