Operations
Beyond the slider: White Castle maps out future with tech-forward 'Castle of Tomorrow' prototype
White Castle has a sleek new prototype called the 'Castle of Tomorrow.' With a focus on tech, the prototype is set to bring White Castle into the future with a savvy design and focus on both team members and customers.
December 5, 2025 by Mandy Wolf Detwiler — Editor, Networld Media Group
White Castle is redefining the QSR experience with the launch of its "Castle of Tomorrow" prototype, a bold vision integrating cutting-edge technology and enhanced design to improve both customer and team member experiences.
Jamie Richardson, vice president at White Castle, spoke with QSRWeb in an email interview about the long-term strategy for rolling out new features like the dedicated mobile pickup window, the integration of robotics (Flippy) and AI (Julia), and how the new design — which includes features like "hospitality doors" — balances the brand's century-old heritage with a fresh, contemporary feel. Richardson emphasizes that the prototype is a key part of their "Continuous Crave" value, focusing on evolving the role of team members from task-oriented to guest-oriented, supported by technology, to ensure the family-owned brand's longevity.
"This new Castle reflects the best of who we are — passionate about innovation, hospitality and our people," Richardson said in a press release about the prototype. "Every detail, from the kitchen layout to the mobile ordering experience, was thoughtfully designed to help our team members shine and to make every Craver's visit more enjoyable and efficient. It's the 'Castle of tomorrow,' built with the heart and soul that's defined us for more than a century."
Q: The prototype is a big step. What is White Castle's long-term strategy for rolling out elements of the "Castle of Tomorrow," and when might Cravers in other markets expect to see similar features or new locations?
Richardson: With nearly 105 years as a family-owned business, one of the great things we've learned along the way is that the world around us is constantly changing. We're getting real insights in real time about what works best about the new design, and we'll apply this knowledge as we consider our new Castle builds as well as Castles we'll be re-imaging. We've been very pleased with the response from customers and team members so far. Like everything we do, testing, learning and applying that new knowledge is a disciplined approach we take to growing the business over the long haul.
Q: Could you elaborate on how the integration of Flippy (the robotic fry assistant) and Julia (the AI-powered ordering system) is specifically expected to improve the team member experience and overall order accuracy and speed?
Richardson: Using all the tools at our disposal in one location provides a great chance to empower our team members to do what they do best — engage with our customers with a heart for hospitality as we serve up the hot and tasty food they are craving. By having both Flippy and Julia available, the team working in the Castle can build the use of those resources into their daily routine with a focus on making tough jobs easier and, most importantly, providing an even better experience for our customers. Our expectation is this will improve speed of service and order accuracy as well as enjoyment of the great food, which is at the heart of what prompted that customer visit in the first place.
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At night, White Castle turns into Night Castle, signifying the brand's commitment to late night hours. Photo: White Castle |
Q: The dedicated mobile order pickup window is a key feature. What percentage of total orders is White Castle projecting to come from the Craver Nation Rewards app and this new dedicated channel in the future?
Richardson: We refrain from sharing specific percentages because we know all our competitors are avid readers of QSRWeb and we don't want to overshare! What we can report is that Craver Nations is growing at a rapid pace, and orders in the app are following a similar growth pattern. Both have more than doubled compared to a year ago. We know Castle customers crave more convenience and more choice, and the app and mobile ordering provide that.
Q: You've emphasized "Smarter Spaces for Team Members." Beyond the streamlined prep zones, what are the most significant ergonomic or quality-of-life improvements in the new kitchen design that helped White Castle maintain its Great Place to Work distinction?
Richardson: When you enter the kitchen as a team member, improving the line of sight is something that makes a big difference, especially during rush times. A more open kitchen makes it easier to communicate and also allows every team member to view the "whole playing field." So much of our business comes through the drive-thru, and being able to communicate quickly helps us improve our efficiency and effectiveness. Certainly, everyone talks a lot, but great chemistry means there are non-verbal cues, too, and empowering everyone behind the counter to be able to step up to fill the need of the moment makes us a more rush-ready, customer-focused and unified team.
Q: The "Night Castle" sign is a clever nod to your late-night identity. How did White Castle and WD Partners balance introducing a "fresh, contemporary feel" while ensuring the design remained unmistakably White Castle and honored its century-old heritage?
Richardson: By starting at the base of all "crave-a-physics" — never forgetting who we are and why people are coming to visit us: for crave-worthy food you can't get anywhere else. Embracing new tools doesn't mean abandoning ship on your personality and brand ethos. If you love a television show that really has connected with you over time, it doesn't lessen your enjoyment to be able to stream it anywhere versus needing to be in one room searching for the remote. Similarly, there are many ways to satisfy your crave, and the new look is an homage to all the moments that have brought us to this moment in time. With vibrancy, a sense of mischief that's appealing and the recognition when you come to visit the Castle it isn't just about caloric intake, it's a memorable moment and, if we do our job right, a chance for us to feed your soul.
Q: The "hospitality doors" for personal meal delivery in the double drive-thru are a unique touch. What was the primary inspiration behind this feature, and what have you learned so far about its impact on customer satisfaction and efficiency metrics?
Richardson: Some people come to the Castle drive-thru for a Coca-Cola and two sliders. Some people come to the Castle drive-thru for three Crave Cases, four sacks of Chicken Rings and 10 different large and distinctive flavor Coca-Cola Freestyle drinks. We need to be able to take care of all of our customers equally great. The hospitality door makes it easy to slide out to serve the customer a car or two back waiting for their food and a quicker bite into their Sliders. It also offers freedom from a societal anxiety that is finally being addressed — being stuck in the drive-thru line behind someone who has a larger craving and a bigger order that's taking a minute to fill.
Q: What was the biggest challenge when designing the prototype and how did you overcome that challenge?
Richardson: Freeing ourselves from our own bias based on past experience and imagining the customers' needs of today and tomorrow. We are passionate and have a great history working together as a team. The operations leadership, especially our Vice President of Restaurant Operations Mike Guinan, did an outstanding job reminding us to challenge our own thinking to stay laser focused on the insights from consumers and team members to guide our decision making.
Q: With self-service kiosks, mobile ordering, and AI drive-thrus, how does White Castle see the role of the human team member evolving in the "Castle of Tomorrow" compared to a traditional location?
Richardson: In the Castle of Tomorrow, technology supports people. It doesn't replace them. The role of our team members is evolving from task-oriented to guest-oriented. With self-service kiosks, mobile ordering and AI-assisted drive-thrus handling much of the transactional work, team members can focus on hospitality, quality and creating memorable experiences.
Q: Given the innovative features and complete redesign, what does the level of investment in the "Castle of Tomorrow" prototype signify White Castle's commitment to the Columbus community and the future longevity of the family-owned brand?
Richardson: As a family-owned business, our focus is on remaining family owned for generations to come. The new design is emblematic of our commitment to remain focused on one of our key values, 'Continuous Crave.' For us, that means constantly challenging ourselves to take on what's next and to be results driven along the way. Being able to unveil the new design in our hometown of Columbus is especially fun and also reflects that every neighborhood with a Castle is a place we call home. We are there for our team members and customers in the neighborhoods where they work, live and raise their families, and remaining a source of memorable moments and nourishment as far as the eye can see is a commitment that drives us to never rest easy and to always look to what's next.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
