While watching Whataburger’s commercials, I have noticed their attempts to appeal to the emotional, sensory, and relational strategic experiential models (SEMs). They have always tried to illustrate the emotional experience by playing off the “at home” feel and “mom and pop start up” business. I think they have done well with this approach by using commercials that show their early stages of becoming a business. Some commercials will display black and white pictures of the first Whataburger stand in
Whataburger uses a visual and verbal identity in their name by playing on the words “what a burger.” The name gives the customer a visual and verbal message of how great the hamburger tastes. Whataburger also utilizes their website to act as a communication tool between the company and its customers. A customer can find the nearest location, decide what he wants to eat by looking at the menu, inquire about a donation for his upcoming volunteer event, purchase apparel, look up some of the restaurant’s history, and even visit the Whatakids section. Whataburger also uses their people as a touching point to contribute to the customer’s experience. Their employees are referred to as “family members” and are trained to be successful. Although Whataburger does a great job with their name as a visual and verbal identity, they do not seem to have enough product presence in comparison to its competitors. Because they do not yet compete nationally, many of Whataburger’s competitors do a better job of presenting their product to the masses rather than focusing on local customers. Similar to the lack of national presence, Whataburger also struggles to communicate with their advertising and public relations to reach a larger audience. Although they might not benefit from a magalog, Whataburger could try using annual reports or newsletters to communicate to their current customers and reach new ones by sharing their current successes.
Describing Whataburger’s touching points was challenging since they are not yet a thriving national chain. Successful in