How Wayback Burgers Gave a Restaurant Veteran a New Way to Win

Before David Herbert became a Wayback Burgers franchisee, he scouted a restaurant unannounced.

Herbert, who has owned a Wayback in Olive Branch, Mississippi, since 2019, traveled with his wife to Connecticut for Discovery Day at the brand’s headquarters. They arrived a day early to visit the Cheshire restaurant on their own. Both were industry veterans and knew the difference between a carefully arranged introduction and service on an ordinary day. At the counter, he ordered the “Cheeeesy,” one of the brand’s signature burgers.

“I took a couple bites out of it, just looked at her and said, ‘This is really, really good,’” Herbert recalls. “Is it really that good, or do I just want it to be that good so this will work out for us?”

After his wife’s first taste, the matter was settled.

“I was hooked after that, just on the quality of our food,” he says.

For Herbert, the road to Wayback came at an unexpected career crossroads. After 30 years with Wendy’s as a district manager, an ownership change left him without a position. At 58, he explored work outside restaurants, but nothing fit. He and his wife decided it was time to build something of their own.

Wayback’s response stood out. Within 10 minutes of submitting an initial inquiry, Herbert was on the phone with Wayback’s vice president of franchise development. Two weeks later, the couple was in Connecticut.

“You can tell they were interested right from the beginning,” he says. “He treated me like a person.”

Earning Guest Loyalty Early

Herbert signed on and opened in December 2019. Business was brisk, and he says the restaurant quickly ranked among the system’s top sellers. Three months later, pandemic restrictions closed the dining room. Guests who had only recently discovered the restaurant kept ordering for curbside pickup and delivery.

“People stuck with us,” says Herbert, who credits those early relationships with helping the restaurant endure.

Hospitality is rooted in the Wayback mission. Staff asks guests their names rather than assign numbers. They bring meals to the table and come back to check that everything is right. Herbert enjoys talking to guests as much as the work itself, and nearly seven years after opening, regulars are part of his daily routine.

“We want people to enjoy their meal and not feel like they’re rushed,” Herbert says.

Having a Voice

That culture of personal attention extends to his relationship with Wayback’s leadership, including Patrick Conlin, president of Wayback Franchising, who is always just a phone call away.

“It feels like family,” Herbert adds.

Now in his fifth year on the brand’s National Franchise Advisory Council, Herbert and his fellow franchise owners help evaluate proposed menu items and offers feedback on operations and promotions.

He points to market-priced meal deals and buy-one-get-one burger offers on National Hamburger Day and National Cheeseburger Day as examples of franchisee input leading to action. The two holidays are now his restaurant’s busiest days.

Corporate has the final say, Herbert notes, but owners are heard.

The Work Behind Ownership

Prospective franchisees often ask Herbert about profitability and hours. His answers start with involvement.

As an owner-operator, Herbert serves as his restaurant’s manager, working alongside his staff and monitoring food, cleanliness, and service. Owners can hire managers, he says, but they still need to spend time in their restaurants.

“This isn’t a business that you just buy and leave alone,” Herbert says. “You have to participate in it.”

Wayback is investing in new register systems and other technology upgrades to make day-to-day operations easier for franchisees.

“All the things that we wanted to get done are getting done,” Herbert says.

Looking back, he wishes he had made the move earlier.

With roughly 200 restaurants worldwide, 160 in the U.S., Wayback remains independently owned and has room to grow.

“We're still a small company, but we're going to get bigger, and now would be the time to come on board with us,” Herbert says.

Ready to build your future with Wayback Burgers? Learn more at waybackburgers.com/franchising.

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Wayback Burgers
With over 200 restaurants and counting, Wayback Burgers is America's favorite hometown burger joint and one of the world's fastest-growing burger franchises. Learn More