A college student in West Texas turned a restaurant opening into an adventurous weekend. Gage French, a student from Levelland, camped outside the new Whataburger after hearing that the first customer could win free food for a whole year.
He set up camp with a tent, bed, and a chair—pretty much a tailgate party just for him. His bold choice paid off when Whataburger confirmed that he was the lucky winner of their “Whataburger for a Year” promotion. However, there’s a twist: instead of unlimited burgers, winners typically receive 52 coupons, allowing them to enjoy one free burger a week for a year.
Whataburger, founded in Corpus Christi, is known for using promotions like this to create excitement around new openings. They’ve successfully employed similar strategies for past launches, including celebrating their 1,000th restaurant in Georgia, set to open in 2024.
Interestingly, the idea of camping out for food and promotions isn’t new. In 2017, a similar trend surfaced with the opening of new fast food locations. People often go to great lengths just to snag a free meal or a promotional prize, highlighting a growing interest in unique dining experiences.
In recent years, fast food chains have become increasingly competitive, using social media to spread the word. The hashtag #Whataburger has garnered thousands of posts on Instagram and Twitter, showcasing fans excited about their favorite burger joint. These promotions not only drive foot traffic but also generate online buzz, connecting with a younger audience.
The popularity of promotions like this could be linked to what experts call the “experience economy,” where consumers seek out experiences instead of just products. Offering a prize at a grand opening blends excitement with community engagement, resulting in a win-win for both the brand and its fans.
As for Gage, he walked away not just with coupons, but a story to tell—one about the lengths some will go to for a good burger.
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