Along with becoming one of the sports capitals of the world, Las Vegas has become one of the top cities for foodies. Nearly every celebrity chef has opened an eatery on the Las Vegas Strip with many big names having multiple restaurants.
And while Las Vegas — specifically the Las Vegas Strip — has become one of the top spots for the biggest culinary names to open upscale restaurants, many also have casual options. Guy Fieri and Bobby Flay, two of the biggest-name television chefs on the Food Network, work with Caesars Entertainment (CZR) – Get Free Report across multiple venues.
Flay has his upscale Amalfi at Caesars Palace while his fast-food style Bobby’s Burger Palace in multiple Caesars properties. Fieri operates multiple sit-down restaurants across various Caesars resorts while also bringing his Chicken Guy fast-food chicken fingers chain to Caesars Palace as well.
That’s a recipe followed by Gordon Ramsay as well. The big-name television chef has multiple steakhouses in Caesars resorts while bringing his fast-casual fish and chips shop to The Linq Promenade.
Those three chefs are not alone. Pretty much every Caesars, MGM Resorts International (MGM) – Get Free Report, and Wynn Resorts (WYNN) – Get Free Report property has multiple restaurants run by some of the biggest names in cooking. It’s not only celebrity chefs making their mark on the Las Vegas Strip. Fast-food chains that have made their mark regionally, but not nationally like In-N-Out Burger and White Castle have Strip locations.
Now, a Texas-based sensation has decided to open a location on the Las Vegas Strip.
Guy Fieri operates multiple Las Vegas Strip locations.
Image source: Ethan Miller/Getty Images for Caesars Entertainment
Whataburger Coming to the Las Vegas Strip
Every part of the country has a fast-food chain that’s sort of a regional secret. The south has the Bojangles biscuit chain while the northeast has Shake Shack (SHAK) – Get Free Report. Every area has a chain that’s really well-known where it operates but hasn’t gained a national reputation.
Whataburger, which has locations in 14 states, fits that description. Fans consider it superior to the traditional fast-food burger chains like Burger King, Wendy’s, and McDonald’s while people in the know will argue that it’s better than beloved chains like Five Guys and In-N-Out.
Now, the regionally legendary chain has decided to open a Las Vegas Strip location. The chain will open a two-story restaurant on the Strip next to the Waldorf Astoria Hotel in CityCenter.
Its CEO Ed Nelson shared some comments on the new location, although he appears to confuse Las Vegas and New York, at least when it comes to nicknames.
“As the city that never sleeps and a brand that is open 24/7, it only made sense to bring a Whataburger to the Strip. Whether you’re craving a double-meat Whataburger with jalapenos or a savory Honey Butter Chicken Biscuit, Whataburger has your back with breakfast, lunch and dinner,” he said. “We’re excited for both locals and visitors to sink their teeth into a fresh new option and find ways to customize their Whataburgers ‘just the way they like it.’”
The Las Vegas Strip Is a Proving Ground
To borrow another Frank Sinatra line about New York and apply it to Las Vegas, “if you can make it there, you’ll make it anywhere.” Opening on the Las Vegas Strip has become a brilliant marketing move for regional chains looking to grow.
When you open on the Strip, you get exposed to tourists from all around the country. Many of your potential customers may have heard of your brand and actually seek you out during their trip.
If they have a good experience, that will lead to people clamoring for the chain to open where they live. Basically, if a chain like Whataburger can build an audience on the Las Vegas Strip, it makes it easier for the company to expand into new markets because it will have at least some fans pretty much everywhere.