Thursday, April 6, 2023

White Castle is Focusing on Brand Customer Adoption and Migration


The Frozen Food Court continues to prove to be a successful way to reach both your current customers and new customers while building top-line sales and bottom-line profits according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Expanding your brands into a new avenue of distribution when done right will elevate you brands top of mind awareness while edifying its relationship to your customers evolving life style according to Johnson.  

Here is another great example from White Castle, who recently launched a new national campaign, MicroCastle. The campaign celebrates the idea that anyone with a microwave has a portal to the Castle.

The frozen food court had been around a long time.  White Castle first delivered its iconic Sliders to Cravers via retail stores in 1987, when it launched its retail division, the first fast-food chains to do so. In the 36 years since the Slider’s retail debut, Cravers have warmed up more than 6.5 billion frozen Sliders. Offerings that began with frozen Original Sliders have since expanded to include Classic Cheese Sliders, Chicken Breast Sliders, Chicken & Cheese Sliders and Jalapeno Cheese Sliders.

Lynn Blashford, chief marketing officer for White Castle, stated, “We make no distinction on where Cravers purchase our menu items, just as long they enjoy every hot and tasty bite,” ... “The ability for families to prepare White Castle and experience the same great taste in the comfort and convenience of their home, office or any other kitchen, will always remain a top priority for us.”

When you consider that the simplicity of the preparation is what makes frozen Sliders the perfect option for just about any occasion. They’re easy to heat and fun to eat. Whether serving dinner to the family, satisfying a late-night Crave or preparing for company, White Castle has made it super easy to enjoy the unique beefy, oniony taste of Sliders, complete with the soft, steamy buns, with just a touch of a button. The microwave is the portal that allows everyone into White Castle, even when they’re at home.

Jamie Richardson, vice president at White Castle, continued, “White Castle is a leader in frozen foods because the burger found in the freezer aisle at your local grocery store is the same burger found at a White Castle restaurant,” …. “When you open up your microwave, you are unlatching a doorway to deliciousness. Your personal White Castle and the solution to satisfying the Crave is available 24 hours, seven days a week.”

So, the MicroCastle campaign comes on the heels of a recently completed expansion at White Castle’s retail manufacturing plant in Vandalia, Ohio, near Dayton, to keep up with the growing demand for White Castle’s retail lineup. The $27 million expansion, completed in October 2022, effectively doubled the size of the plant to approximately 150,000 square feet and also doubled its production capacity. Fed by White Castle’s own bakery and meat processing facilities, the newly expanded retail plant delivers the very same one-of-a-kind taste to frozen food aisles that can be found in White Castle restaurants.

That MicroCastle is anything but micro! Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Are You Building A Larger

Share of Stomach?

No comments:

Post a Comment