What-A-Burger
| Company type | Private |
|---|---|
| Industry | Fast food |
| Founded | 1957 |
| Founder | Jack Branch, Paul E. Branch Jr. |
| Headquarters | Virginia , United States |
Area served | Virginia, South Carolina |
| Products | Burgers, fast food |
What-A-Burger is a privately owned dining chain established in 1957 by brothers and entrepreneurs Jack Branch and Paul E. Branch Jr., with its headquarters located in Virginia. The company’s beginnings trace back to its inaugural site near Newport News, Virginia, strategically situated at a heavily trafficked rotary intersecting major highways. The Branch family grew the enterprise by opening additional venues in Richmond, Colonial Heights, Petersburg, and Greenville, South Carolina, focusing on locations with significant traffic flow to optimize market penetration.
History
Jack Branch launched the first restaurant in 1957 close to Newport News, taking advantage of the prominent Newport News Circle at Jefferson Avenue and U.S. Route 258 (Mercury Boulevard). This key thoroughfare connects important regional landmarks such as Fort Monroe and the James River Bridge. Paul E. Branch Jr. managed this initial outlet, which was later moved westward following highway upgrades; it remained operational as of 2015.
The company’s growth strategy emphasized placing establishments along principal routes like U.S. Route 1 and State Route 161 in Virginia—major corridors before Interstate 95’s development—to attract both commuters and travelers. Further outlets were opened in Richmond and nearby cities, capitalizing on these transportation routes to boost revenue and strengthen their presence within the regional dining market.
Locations
The original What-a-Burger continues to serve customers at 6117 Jefferson Ave., Newport News, Virginia. Several other Virginia branches have ceased operations, including the Colonial Heights location at 1018 Boulevard (closed in 2015) and the Richmond site at 909 Jefferson Davis Hwy., which was recently known as "BJ's Big Burger." Meanwhile, newer restaurants such as those at 9901 Jefferson Davis Hwy. in Chesterfield County and 2350 W Washington St. in Petersburg remain active.
A loosely connected affiliated eatery, Roy's Big Burger, offers a comparable menu and operates at 5200 Lakeside Ave. in Richmond. A previous Roy's Big Burger at 4108 Jefferson Davis Hwy. has since been replaced by a Mexican taqueria establishment.
Other What-A-Burgers
Distinct from the Branch family’s Virginia-based chain, other entrepreneurs launched What-A-Burger restaurants after World War II, notably the North Carolina-based What-A-Burger Drive-Ins, Inc., founded by Eb Bost & C.W. Bost, Jr. This smaller chain runs multiple family-operated locations primarily around Concord and Kannapolis.
These regional What-A-Burger entities are separate from the larger Texas-based Whataburger corporation founded by entrepreneur Harmon Dobson in 1950. Dobson secured trademarks for "Whataburger," expanding the brand to over 800 outlets across southern states and generating $1 billion in revenue by 2007. Despite its extensive footprint and dominant market share within Texas and adjacent states, Texas Whataburger does not currently operate locations in Virginia or the Carolinas but has announced plans for expansion into Charlotte, the Research Triangle area, and South Carolina with several new stores slated to open.
Recognizing this distinction is essential for understanding brand differentiation and market segmentation within the fast-food industry across various U.S. regions.
Signature food
What-A-Burger outlets are recognized for serving larger-than-average burgers compared to standard fast-food options. Their menu remains relatively concise compared to many extensive chains, with meals prepared fresh to order in full view of customers.
Although they receive minimal attention from Interstate Highway travelers, the Branch family-run locations in the Richmond-Petersburg and Newport News regions have cultivated a dedicated local clientele, particularly during lunchtime. Loyal customers often share positive feedback about the brand online. A recent feature in The State (Columbia, SC) spotlighted the "Cheeseburger crawl," highlighting choices such as the classic What-A-Burger or the cheeseburger variant, which can be customized "all the way" with mustard, onions, pickles, lettuce, tomato, and extra condiments.
Lawsuit: a larger chain, similar name
In their initial stages, neither the Branch family nor Dobson and his partners were aware of each other’s enterprises. A 2004 federal trademark infringement case involving the Virginia-based What-A-Burger companies and Texas-based Whataburger ended with no damages awarded.
The evidence demonstrated that both founders only became aware of one another by 1970. The Texas chain confirmed it had no intention to expand into Virginia. The court determined that there was no significant risk of consumer confusion between the Virginia and Texas brands, thereby affirming their separate market identities. The North Carolina What-A-Burger and other similarly named businesses were not part of this legal dispute.