Nelson celebrates Whataburger’s Sweet 16 with a trip down memory lane
Bringing Whataburger to South Carolina is a dream come true for Upstate native Ed Nelson. Over the past 20 years, the Clemson University alumnus has advanced from controller to chief financial officer to president and CEO of the iconic brand. Now, he’s thrilled to bring Whataburger home.
“It’s been a bucket list (item) to bring Whataburger to South Carolina,” Nelson shares. “We call it our Sweet 16.” In 2019, the esteemed chain began accelerated expansion outside of Texas. Now, it’s landed in South Carolina, its celebrated 16th state.
Nelson is proud of his South Carolina and Clemson roots. A legacy school for the CEO, Clemson was a major part of his childhood. His father was in ROTC at Clemson College, now Clemson University, graduating in 1964. His four brothers attended Clemson, too. “That legacy was very strong in our family,” Nelson says.
After earning his bachelor’s in finance, Nelson pursued his Master of Professional Accountancy at Clemson. He says his professors awakened his career path, encouraged him to pursue graduate school and provided him with a foundation for success. “The thought processes here about business in the ’90s were very relevant,” he explains. “Today, they’re even more relevant.”
When Whataburger recruited Nelson in 2004, it was the start of a career that aligned with his values, including his commitment to family, faith, community and service. Plus, the brand fosters the kind of community that he and his wife, Donna Nelson ’86, and their three sons are familiar with through their shared devotion to Clemson.
In the same way that fans show love for Clemson, Whataburger customers make the brand part of their lives. People post photos of their babies wrapped in Whataburger merchandise. Couples have the cult classic honey butter chicken biscuit catered at their weddings. They propose and ask classmates to prom at the franchise. Whataburger, like Clemson, has a strong following.
Before gracing South Carolina with the fan-favorite restaurant, Nelson had to ensure the pieces were in place to maintain the “ranch-to-restaurant” commitment, which means the patties are fresh, never frozen. But the food is only the beginning of what makes Whataburger special. It’s also the staff’s friendliness, palpable passion and esteemed service.
“We have pride in what we do at Whataburger. We care about each other. And we absolutely are passionate and love serving each other and our guests,” Nelson says.
The fast food chain may be new to South Carolina, but know that when you visit a Whataburger, you’re heading toward an extension of the Clemson Family. Plus, it doesn’t hurt that the locations are eager to welcome you 24/7, with the same open arms- — and nearly the same shade of orange — as Clemson.
Fun Fact:Nelson’s go-to order is the No. 1, a classic Whataburger, but he recommends the patty melt for newcomers.
