Founded in 1921, White
Castle continues to garner new customers, expand its geographic physical
location’s boundaries, drive relevant brand messaging, while building top-line
sales, and bottom-line profits. How have they done that so well? Simple, by doing the basic well, and always garnering
more customer focused research according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Known for there ‘beef sliders’ White Castle is a brand
that does not accept the status quo according to Johnson. In strategic effort to broaden White Castel’s
consumer appeal by age, sex, via product category they looked at consumer
preferences outside of there brand then tested products and continued customer
focused research. Just the same way
that the team
at Foodservice Solutions® does while identifying, quantifying, and qualifying new
grocerant niche products. It uses the
Grocerant Guru’s, time-tested formula Build, Measure, Learn, and Repeat. Here is a some of what they found:
1. Customers Prefer Chicken Rings Over
Nuggets Nearly 9 to 1.
2. The
Chicken Rings are not only tasty, they’re also fun to eat.
Once again food that is interactive, participatory,
and handheld for immediate consumption. White Castle’s Chicken Rings run
circles around boring old chicken nuggets in the minds-eye of the consumer. “This
is the major finding of a recent survey seeking consumer opinion on White
Castle’s Chicken Rings and the mundane chicken nuggets offered by many of its
competitors”.
Other key findings of the survey include:
They also overwhelmingly proclaimed that
Chicken Rings are tastier (86 percent) and more “craveable” (87 percent) than
conventional chicken nuggets.
3. 82
percent of respondents say White Castle Chicken Rings are more shareable than
chicken nuggets
4. 86
percent of respondents would give their friends and loved ones White Castle
Chicken Rings over chicken nuggets
5. 73
percent of respondents say the ideal time to eat a Chicken Ring is during all
day parts or “anytime the crave strikes”
6. 64
percent said the ideal time to eat a chicken nugget is never or only when a
White Castle Chicken Ring isn’t available
Jamie Richardson, vice president at White
Castle stated “Honestly, we weren’t surprised
at all by the results of the survey,”
White Castle’s Chicken Rings, are made with
tender, juicy all white meat chicken and lightly breaded to perfection, are
known just as much for their incredible taste as they are for their perfectly
round shape. In fact, survey respondents described the Chicken Ring as
“fanfreakingtastic,” “pluckin awesome,” “cravealicious” and “awesomely the
best.”
Richardson continued “The nation’s Cravers
have spoken, and we hear them loud and clear,” Will your brand be around after
100 years? Will you still be driving
customer relevance?
Are you looking for a
new partnership to drive sales? Are you ready for some fresh ideations? Do your
food marketing tactics look more like yesterday that tomorrow? Visit
GrocerantGuru.com for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may have the clue you need to propel your
continued success
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