Friday, July 3, 2020

White Castle Research Drives Customer Adoption

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 for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success

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