The success of the Jacksonville store is not surprising to thosewho know the brand. "I think people think that Whataburger is mostakin to In-and-Out Burger in that it has a cult-like following likeIn-and-Out does," says Tom Leiser of Dallas-based Bandera Ventures."They've already got a fair amount of brand awareness in Texas andare continuing it on toward the east."

Bandera Ventures is developing 18 Whataburgers in Florida forfranchisee Tony Boseli, a former football player with theJacksonville Jaguars and the Houston Oilers. Boseli hopes toestablish as many as 120 Whataburgers in Florida in the nextseveral years.

"All of the people we've signed (for franchisees in Florida)have been from Texas," says James Turcotte, vice president offranchise development for the Corpus Christi, TX-based WhataburgerInc. "They wanted the opportunity to be able to take the brand tothat part of the world…They are willing to travel with thebrand."