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QSRs improve guest experience with revamped Web sites
12/4/09 - Christa Hoyland
'Tis the season for Web site updates, at least for three regional quick-serve chains. Slider brands White Castle and Krystal as well as LaMar's Donuts have each update their online experience.
White Castle has launched its newly redesigned Web site, making it one of the first quick-serve brands to introduce a site populated heavily by user generated content. Now more consumer-centric, the site puts fan content front and center. The Web site features streaming media from popular social media networks like YouTube and Flickr, as well as new expanded content, including an online shop and store locator and completely new navigational tools.
"It's because of our loyal customers that White Castle has thrived for 88 years," said Kim Bartley, vice president of marketing for White Castle. "We are thrilled to introduce this new seamless Web site that conveys our brand's story through the voice of our customers, while providing everyday functionality that ensures a user-friendly experience."
Recognized for having thousands of passionate cult followers, White Castle will host frequent social media driven promotions to encourage submissions of fun and fresh UGC. Now, fans across the nation will have several opportunities to share their excitement for White Castle through the creation of amateur photographs and humorous videos that celebrate the brand's storied history.
The Web site will also feature White Castle coupons and special offers for each promotion throughout the year.
New features include:
- A cutting-edge store locator powered by Google Maps that improves the store locator function. Now, users can search for a restaurant using numerous search options, and the locator will show a street view of the White Castle with complete directions.
- Easy access to White Castle branded apparel items, gift cards, the popular White Castle Recipe Book and White Castle Coffee.
- An entire section dedicated to stories submitted to White Castle's Hall of Fame. Since 2001, more than 6,500 people have tried to gain the hall standing, but only 76 have been inducted and recognized as legends among the brand.
- The latest White Castle recipes from the annual Crave Time Cook Off dating back to 1991, including Broccoli Castlerole and Castle Turkey Stuffing. Users can submit their own stories and recipes for a chance to be recognized throughout the year.
In celebration of the Web site launch, White Castle will offer visitors to the Web site a coupon good for a free slider with any purchase. The special limited time offer is valid through Dec. 31 and is available online only.
Krystal site boosts navigation
The Krystal Co. is now serving up a beta version of a cleaner, smarter and more interactive Web site, designed to make its guests' online experience with the chain one that excites the appetite, keeps visitors informed and lets fans be heard.
The new Krystal.com features a fresh look and innovative design that features easier navigation to enable visitors to find the information they crave, such as Krystal's latest promotions, product information and nearest Krystal restaurant locations.
Highlights of the new Krystal.com include:
- A dynamic home page that showcases Krystal's exciting new menu choices with high-impact imagery as well as an up-to-the-minute dashboard for key sections of the site. The home page also features guest polls to capture fan opinion and links to Krystal's blog and social media sites.
- An interactive "Menu" page puts the spotlight on all of its guests' favorite Krystal menu items and allows visitors to easily filter their menu search by day part or category. Each product on the Krystal menu has its own dedicated page that includes nutritional information and product photos. Fans are also able to review their favorite meal and share with friends online.
- A "Connect" page fully integrates Krystal's social web presence, making it simple for visitors to join Krystal's online communities on Facebook, Twitter, YouTube, Flickr and more — all from one online location.
- A "Promotions" page keeps fans informed of what's new at their local Krystal restaurant and about upcoming events and giveaways — and features Krystal recipes.
- A "News" page serves as the source for all Krystal press releases while also integrating stories and posts from Krystalist, the official blog of Krystal.
The initial beta launch of the new Krystal.com is just the first step to The Krystal Company's fresh and modernized look online. The company is using the "beta" phase to allow the site to easily evolve and be enhanced based on guests' feedback as well as with the ever changing Web itself.
LaMar's adds online ordering
LaMar's Donuts has updated its Web site to allow guest to place advance orders, download Internet-only coupons and view a behind-the-scenes photo gallery of how LaMar's treats are made by hand.
Developed by Denver-based Vanguard Communications, LaMar's public relations and Web marketing firm since 2000, the new site offers increased user-friendly and practical features such as a faxable order form for each LaMar's location and an interactive map for navigating to the closest LaMar's in any of six states.
Visitors can experience virtual donut making through an interactive gallery of some two dozen photographs.
The first LaMar's opened in Kansas City nearly 50 years, and its donuts have become some of the most critically acclaimed in the nation.
