Marketing

COVID be damned: Cuddle in your car at the Castle on Valentine's Day

COVID-19 may be sidelining a lot of events as it approaches its one-year anniversary, but White Castle has figured out a way to prevent its annual Valentine's Day celebration from being a casualty.

Reservations are now open for a little space in the White Castle lot on Valentine's Day this year. (Photo provided)

January 12, 2021

Cue Barry White because "Love is (still) in the air" at White Castle, which opened up its reservation books this week for its annual Valentine's Day celebration. While COVID-19 might have prevented the brand from offering indoor dining the past year,it won't stop it from providing a one-of-a-kind dining experience on Valentine's Day, according to a press release.

This year, White Castle restaurants will transform into classic drive-ins, complete with carhop service, allowing customers to celebrate the holiday while remaining socially distanced. Customers with reservations will pull into a parking space and be greeted by a White Castle team member who will take their order and deliver it to them in their cars.

Reservations for this limited experience are expected to go quickly, so customers are encouraged to reserve their parking space now through the OpenTable app or website. Hours vary by Castle.

"COVID forced us to re-imagine our annual Valentine's Day event," White Castle Vice President Jamie Richardson said in the release. "This creative and safe solution allows us to celebrate a tradition our customers love. We're happy to share that once again this Valentine's Day, White Castle will become Love Castle."

Since 1991, White Castle restaurants have been celebrating Valentine's Day by transforming their dining rooms into fine dining establishments complete with hostess seating, tableside service and festive holiday décor. About 30,000 people — both first-timers and repeat customers — dine at a Castle each Valentine's Day.

White Castle didn't want to abandon the annual tradition because of COVID, especially since 2021 marks the 30th anniversary of the event. So more than 300 participating Castles will turn parking lots into "Slider Lover's Point" and invite couples, families and friends to celebrate the holiday of love with a drive-in dinner at White Castle.

Customers will receive a brochure with suggested activities to entertain them while they wait for their food to arrive. And a specially curated Spotify playlist will add to the entertainment. Called "Slider Lover's Luv Channel," the playlist will feature shout outs to loved ones and love stories from Cravers around the country. White Castle will solicit shout outs through social media prior to Valentine's Day.

For those who can't get a reservation or simply prefer to celebrate at home, White Castle to go is also offering a special option. Just for the day, the 20-Slider Crave Clutch will showcase a design befitting the Valentine's Day festivities.

The Columbus, Ohio-based chain has more than 360 stores nationwide and is available at many grocers nationally in the frozen foods section.

All photos provided