This year at SXSW 2025, Whataburger fans experienced the Whataburger Museum of Art (WMOA) pop-up, a first-of-its-kind celebration of the brand’s most passionate and creative followers. What started as a viral Instagram account showcasing Whataburger-inspired art has now transformed into a real-life, immersive exhibit marking Whataburger’s 75th anniversary—and it was everything fans could have hoped for.
Walking into the WMOA installation, visitors were met with a curated collection of over 200+ pieces of fan-created artwork, spanning murals, sculptures, paintings, and digital designs. The museum paid tribute to the Texas-sized love that Whataburger fans have shown over the years, with interactive elements that let attendees become part of the art.
One of the biggest highlights? The Whataburger Day Dot Room, where guests could create their own masterpieces, and the Table Tent Mugshot Wall, which gave fans the chance to pose with the brand’s iconic table numbers.
Beyond the art, the San Antonio Spurs’ exclusive pop-up shop had fans lining up for a chance to score limited-edition Whataburger x Spurs collab merch—a slam dunk for basketball and burger lovers alike. And of course, it wouldn’t be a Whataburger event without good food. The Whataburger food truck kept energy high, serving up the fan-favorite Monterey Melt alongside ice-cold drinks to keep festivalgoers refreshed in the Austin heat.
With executives and artists on-site for interviews, the pop-up wasn’t just a tribute to Whataburger’s past but a testament to the creativity and community that keeps the brand thriving. From longtime fans to first-time visitors, WMOA at SXSW 2025 proved that Whataburger is more than a meal—it’s a cultural movement.
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