Marketing

When 100 years just seem to 'slide' away: White Castle's big b-day is March 10

Flashback to White Castle of earlier times. (Photo provided)

March 9, 2021

From birthday cake on a stick and augmented reality cups to plant openings and $100,000 sweepstakes and scholarship campaigns, White Castle is sliding into its 100th birthday celebration on March 10 with the QSR's usual flare for the "out there."

In 1921, Billy Ingram and Walter Anderson, began selling their small square burgers for a nickel each in Wichita, Kansas. Although the price has increased, the practice is still in play today at nearly 400 stores nationwide and through a nationwide frozen foods line.

"What started as a few little hamburger stands has turned into a successful family-owned fast-food hamburger chain and retail brand that has withstood the test of time," White Castle President and CEO Lisa Ingram said in the release. Ingram is the great granddaughter of founder, Billy Ingram. The company called attention to some of its fast food milestones as part of its birthday celebration, including:

• In 1927, Billy Ingram invented restaurant carryout.
• In 1947, White Castle modified its famous Slider, adding five holes to speed cooking and add flavor.
• In 1961, White Castle became the first fast-food restaurant to sell 1 billion hamburgers.
• In 1987, White Castle launched its retail division selling in all 50 states.
• In 2014, Time magazine named White Castle's Slider the most influential burger of all time.

White Castle owns more than 360 restaurants in 12 markets and plans to add a store to Orlando, Florida.

Here's a rundown of the many things the brand has planned to celebrate its centennial:

• $100,000 in college scholarships through the Ingram-White Castle Foundation to team members and their dependents.
• $100,000 Time Machine sweepstakes focused on a different decade and milestones, weekly and awarding prizes like daily instant win items, customers' names in lights on a Castle's exterior reader board, a personalized voicemail greeting from CEO Lisa Ingram, and the grand prize of $100,000.
• New uniform designs from TELFAR including a T-shirt, polo shirt, apron, visor and durag, all featuring White Castle's logo and a reference to "100 years and counting."
• Augmented reality soft drink cups in partnership with Coca-Cola, featuring three collectible augmented reality soft drink cups that "come alive" with sound and motion from a different time period in White Castle history when viewed through a smartphone.
• A virtual birthday party on May 15 — National Slider Day — for employees and customers.
• Retail on a frozen-food manufacturing plant in Vandalia, Ohio.
• Cake and punch featuring Fanta Craver Party Punch and Birthday Cake on a Stick as limited-time menu options beginning March 1 and April 18, respectively.
• Partnerships with lifestyle brands intended to grow White Castle's presence in pop culture.

The brand is based in Columbus, Ohio.