INDIANAPOLIS — White Castle Systems Inc., known for its steam-grilled, square burgers, is venturing into the barbecue category with its Pulled Pork Sandwich.
The ready-made pork sandwich is being test marketed in 39 Indianapolis-region restaurants. The chain promoted the sandwich Sept. 17 with a free giveaway in those stores.
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| White Castle's Pulled Pork Sandwich |
Sandy Miller, regional assistant director of restaurant operations for Indianapolis, visited the stores during the one-day promo and said customer reaction was positive.
"They thought it was really good," Miller said, noting that customers especially liked the sandwich's size, which customers said is "just right to hold."
The Indianapolis region has been testing the sandwiches since spring 2008, following a limited-market test in the Louisville, Ky., and Nashville areas last summer. Miller did not provide numbers but said the Indianapolis test was going well.
If the trial goes as projected, White Castle will rollout the Pulled Pork Sandwich systemwide in 2009, Miller said.
Stores serving the Pulled Pork Sandwich must install equipment to hold the pre-cooked meat and sauce at the proper temperature. The product is dipped out onto a hamburger bun at the time of serving.
Miller said the idea to serve a pulled pork offering came from the chain's marketing department as it researched providing more variety on the menu. The chain already offers burgers as well as fried-fish and fried-chicken sandwiches outside of the breakfast menu. Being able to serve the sandwich on the chain's existing bun also is a plus, Miller said.
The Pulled Pork Sandwich has a suggested retail price of 99 cents. A Pulled Pork Meal, with two sandwiches, french fries and drink is available for $2.99.
The Pulled Pork Sandwich promotion kicked off Sept. 7. In addition to the mid-promo sampling event Sept. 17, the promotion also will be supported with television, radio and point-of-purchase materials.
White Castle Systems operates 413 restaurants.
