White Castle testing new concepts

Sept. 9, 2010

The "Slider" has made room on the plate for noodles, sandwiches and barbecue. Columbus, Ohio-based White Castle is currently testing three new concepts, including Laughing Noodle in Springfield, Ohio; Blaze Modern BBQ in Lafayette, Ind.; and Deckers in Lebanon, Tenn.

According to the Columbus Dispatch, Laughing Noodle features menu items such as spicy Thai-style chicken, pesto chicken and chicken Caesar salad. The concept is housed inside the White Castle restaurant and features a bright layout, free wi-fi, a flat-screen TV and waitresses.

Blaze is barbecue-heavy, serving up dishes such as brisket and pulled chicken. Deckers' focus is on grilled sandwiches.

All three are operating as dual-branded restaurants in an existing White Castle unit. The company is taking a "wait and see" approach before moving forward with any expansion plans.

From the story:

"We were the first in the quick-serve industry and want to remain innovative," said Jamie Richardson, vice president of corporate relations at White Castle. The company hopes to learn "how we can better meet customers' needs for variety and great taste. What we learn and what (our customers) tell us could translate into more of these restaurants in the future."

Topics: Asian/Chinese , Burger/Steak/BBQ , Business Strategy and Profitability , Chicken , Food & Beverage , Franchising & Growth , Operations Management , Restaurant Design / Layout , Sandwich

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