Whataburger is an iconic Texas-based regional burger company with more than 1,000 restaurants, 51,000 employees and a superfan following. Over its 74 year history, it has built an amazing culture. Like many hospitality companies, though, it was challenged to connect with its 50,000 frontline Family Members (employees). In 2023, Whataburger launched its first-ever mobile app, which allowed the company to begin communicating directly with hourly workers. The result: increased retention, powerful engagement and rich employee feedback from the field. Vice President of Marketing and Communication Donna Tuttle will take you through the company’s journey to build and grow the WhataLIFE app and share tips and tools for other organizations considering a similar digital tool.