Coming Summer 2013 to an HEB near you! A new product line will hit the market. It already has a loyal fan base, with people counting down the days until its launch. Up until this point, these products have been offered free to consumers. Now people cannot wait to pay money to place this product in their pantry.
What is this product, you ask?
A line of KETCHUPS and MUSTARD for Whataburger.
Yes, that's right -- condiments from Whataburger! The online community can't seem to get enough of the news, announced yesterday by both of the San Antonio, Texas based companies. Regional grocery store chain, HEB, will begin to sell the line of condiments and Whatafries, a potato-chip version of the Whataburger french fry to customers this summer.
I know there are others who are far more excited about this news than I. Don't get me wrong, I am thrilled and will definitely be buying some of all 3 condiments (Fancy Ketchup, Spicy Ketchup, and Original Mustard). I am just not one of the incredible diehard Whataburger loyalists who think this fast-food joint makes the best burgers known to man (coughIN&OUTBURGERcough).
This partnership makes so much strategic sense. Both companies have diehard loyalists. Both companies are based in San Antonio. Both primarily only operate in Texas. HEB is known for promoting local brands and products. Whataburger is known for accommodating their customers' wishes by bringing back popular seasonal items. I could go on and on.
It is my belief that both companies will benefit from this partnership. HEB will continue to build a relationship with their shoppers by showing how they understand their customer and find innovative ways to fill their needs. Whataburger will continue to foster brand loyalty within their regional market and potentially gain awareness in new markets. In addition, Whataburger could be one of the first successful entrants in the fast-food to grocery crossover business. Of course, it helps that Whataburger has developed a differential product in its spicy ketchup, but that aside, other businesses might try to piggy-back off Whataburger's success. Time will tell.
Regardless, I am thrilled for this unique partnership. I eagerly await the summer launch! Count me in for some fries and ketchup come summertime!
