News

White Castle beefs up retail business

June 4, 2019

Thirty-two years after the brand began selling its sliders in stores, White Castle has partnered with Alliance Sales and Marketing and Burdette Beckmann to provide frozen burgers to more grocery and convenience retailers, as well as vending channels, respectively, according to a company press release.

Over the last four year of its 98-year history, retail products have outpaced the growth of the frozen snacks and appetizers category by four times. The brand's shift to Alliance Sales and Marketing and Burdette Beckmann allows the privately owned QSR brand to increase activity in its  distribution strategy to not only sustain, but also grow sales, 

"White Castle has seen significant organic growth since our 2-by-2-inch sliders first launched in retail, but we haven't changed our sales structure in 25 years," White Castle Vice President of Retail Sales Tiffany Carreker, said in the release. "These new partnerships reflect a future-forward approach and will allow us to better serve our retail partners and ultimately the consumer."

Alliance Sales and Marketing is a nationwide food broker and began its role as the White Castle's broker of record in the grocery and convenience channels May 31. Burdette Beckmann is a sales agency that began serving as the brand's vending broker of record June 3. 

White Castle's retail offerings include the Original, Cheese, Jalapeno Cheese, Chicken Breast, Turkey and Smoked Cheddar, Veggie and Black Bean Sliders.