San Antonio-based restaurant Whataburger has named Scott Hudler as its chief marketing officer and senior vice president, the chain announced Wednesday. He begins his tenure on Feb. 21.
“We are delighted to welcome Scott Hudler to Whataburger as our new CMO,” Whataburger president and CEO Ed Nelson said in a statement. “[Hudler’s] proven track record and passion for brand-building make him the ideal leader to drive Whataburger’s marketing efforts as we continue to expand, serving up ‘Goodness 24/7’.”
Hudler has over 30 years of experience in restaurant marketing, most recently as president and chief growth officer of Cotton Patch Cafe, a Dallas-based restaurant chain with locations in Texas, Oklahoma, and New Mexico. Prior to that, he was the CMO at Torchy’s Tacos and was part of the leadership team that grew the chain from 55 locations in three states to over 100 across 11 states.
He also served as the CMO for Dick’s Sporting Goods, where he oversaw the company’s pivot from traditional advertising to digital.
“Among the many qualities that impressed us about [Hudler] was his remarkable blend of marketing acumen and experience leading a business,” Whataburger chief administrative officer Alexander Ivannikov said in a statement. “His insight into how marketing and operations must work in unison to drive growth and ensure the brand’s vitality is significant, highlighting their essential collaboration for success.”
Hudler’s longest tenure was at Dunkin’, where he started in brand marketing and was ultimately elevated to senior vice president and chief digital officer. During his time at the company, he helped oversee its growth from 5,500 to 9,200 units and launched the chain’s mobile ordering and loyalty programs, eventually growing the loyalty program to 6.5 million members and half of the brand’s comp sales growth.
“As a longtime Whataburger fan, I am excited to join the team and take this iconic brand to new markets and new generations,” Hudler said in a statement. “It’s thrilling to be joining a storied 73-year-old company that is equally committed to its legacy and to innovation and growth.”