Fast food burger chain Whataburger has appointed Jessica Reicher as executive VP and COO of the brand, effective September 16.

Reicher was most recently president of Arby’s at Flynn Group, where her people development strategy resulted in industry-leading turnover improvements, with the team being recognised as Arby’s Franchisee of the Year award in 2021. 

She has held several leadership positions across Red Robin, Fuddruckers, Pizza Hut International, and Taco Bell, where she led the integration of over 7200 restaurants. 

Reicher was COO at Nandos US, where she delivered a strategic growth plan built on a people-first culture, which led to significant sales and EBITDA growth. 

In her new role at Whataburger, Reicher will lead all corporate and franchise restaurant operations and restaurant services, oversee operational strategy, execution, and team development across the company.

“Jessica’s proven experience and positive impact on workplace culture make her an ideal fit for our brand as we continue to expand,” said Debbie Stroud, CEO of Whataburger. 

“As COO, she will sharpen our operational excellence, enhance the Whataburger guest experience at every touchpoint, and invest in developing our family members (employees) – fueling our tradition of quality, care and hospitality that’s been at the heart of Whataburger since 1950.”