Article
White Castle, A&W celebrate longevity
The regional brands are marking anniversaries with special prices and events.
June 16, 2009
Two of the quick-service restaurant industry's oldest brands are celebrating anniversaries this month. White Castle, headquarted in Columbus, Ohio, first opened its doors in 1921 in Wichita, Kan., as a five-stool hamburger stand. Billy Ingram and Walt Anderson created the business they probably didn't anticipate would still be in operation 88 years later.
White Castle has stood the test of time, having stayed in operation even during the Depression years when some, but not all, of its locations closed. After buying out Anderson in 1934, Ingram moved the company to Columbus and continued to build the White Castle system using the slogan, "Serving the finest products, at the least cost, in the cleanest surroundings, with the most courteous personnel."
Now, more than 10 family members are involved in the business.
The modern company credo reads, "Our quest is excellence and standard setting leadership in each of our industries." The company owns and operates nearly 420 restaurants, three bakeries, three meat processing plants, two frozen product plants and three metal forming/e-coating and powder coating manufacturing facilities.
Anniversary prices
White Castle is celebrating its 88th year in business by inviting customers in for specially priced options on its famous Original Slider, including an 88 cent double cheeseburger and a sack of 10 regular sliders for $4.88 in select markets.
"We decided that it was appropriate to promote affordable meal options during these tough economic times," said White Castle vice president of marketing Kim Bartley. "We've built our business on very unique-tasting, value priced menu items. The Original Slider continues to be the fast food user's choice when nothing else will satisfy the cravings for our one-of-a-kind taste."
Television, radio, print and digital advertising supports the promotion, which kicked off June 14.
A&W's 90th year
A&W All-American Food, based in Louisville, Ky., has been serving hometown favorites since 1919. Founded as a root beer stand in Lodi, Calif., by Roy Allen, the chain originally sold cold, creamy root beer for a nickel a mug on a downtown corner. The venue proved so popular that the company expanded to four sites and the concession evolved into a "drive-in." Allen approached employee Frank Wright, and the two formed the partnership that became A&W.
A&W's original root beer formula was purchased from an Arizona pharmacist and consisted of a unique blend of juices from 16 herbs, spices, barks and berries. Since then, the restaurants' menu has evolved to include pure-beef hamburgers, hot dogs and more.
There are approximately 360 A&W All-American Food outlets in the United States, more than 260 in nine other countries and more than 620 additional points of distribution in multi-brand restaurants.
Founding city celebration
A&W is kicking off its 90th Anniversary Weekend with Free Float Day, June 19, from 2 p.m.-8 p.m., and on Father's Day, June 21. A&W Restaurants will offer fathers 90-cent Papa Burgers, featuring the famous double patty made of 100 percent U.S. beef dressed with A&W's signature Papa sauce.
"We are excited to invite customers to join in our 90th Anniversary Celebration," said Ben Butler, A&W Restaurants president. "Since 1919 we have served All American Favorites such as our creamy A&W Root Beer Floats. It is only fitting we offer our customers a chance to enjoy this mainstay of our brand as well as our one-of-a-kind Papa Burger as we celebrate 90 years."
A&W Restaurants will host its Official 90th Anniversary Celebration June 18-21 during a weekend-long, community wide celebration in Lodi, home of the first A&W Restaurant. The celebration in Lodi will include a classic car parade, free root beer floats and birthday cake for 5,000 guests.
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