Bellmead is home to Whataburger’s new (and most controversial) restaurant design

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Whataburger has launched a new look for large format locations. The chain’s new location in Bellmead, Texas replaces a much older location in the area near I-35 and directly northeast of Waco.

In July, the company unveiled the new look for top restaurants. Under the new styling, the company will forgo its iconic A-shaped corrugated metal design, which dates back to the 1950s. Alternatively, the architectural element A-frame will appear behind the chain’s “W” logo above the l main entrance, according to John Egan at Culture Map.

The Bellmead location is the first in the United States to test the design.

New design of Whataburger restaurant.

via Whataburger

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“There are a lot of things that people take for granted, if you will, about our brand,” James Turcotte, senior vice president of real estate at San Antonio-based Whataburger told the website of the society. “It’s the iconic A-frame, the visuals, our brand image, the link with our past. We really tried to mix these concepts [into] The Prototype. “

Along with the new exterior changes, the restaurant will reduce its orange and white colors. Inside the new restaurant, patrons can find white and orange seating, wooden floors, and wallpaper that includes images of staples in Bellmead: the water tower, the old MKT train station and a “symbol” LV ”paying homage to the former La Vega high school.

The 4,651 square feet can accommodate 84 guests and include plenty of windows to let in natural light. The Texas location opened on November 17, and there has been mixed reactions among Texans about the new design.




Despite everyone’s mixed emotions, the Bellmead location is the first in a long line for new modern design. We are sure to see more in the future.


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