Operations
White Castle bolsters late-night reputation
June 25, 2024
White Castle wants to be customers' late-night stop. It's now bolstering its reputation as a premiere fast-food brand for late-night food and fun, according to a press release.
In April, White Castle conducted a survey through a third-party online survey platform and found that 83% of respondents like to eat fast-food following a night out. In a separate survey of Cravers conducted a month later, 80% of respondents said that White Castle is the best fast-food brand for making late-night memories and is worth going the extra mile to satisfy their late-night cravings.
"The survey results confirm that we're making the right decision to strengthen White Castle's standing as the go-to after-hours scene for great food," Jamie Richardson, VP at White Castle, said in the press release. "We want to be the place where people go at night to satisfy their late-night cravings."
In response, the brand is lengthening its hours. Nearly 70% of restaurants are open 24 hours a day, seven days a week. Others are open well past midnight on weekdays and 24/7 on weekends. In response, the brand has ramped up its hiring to accommodate the longer hours.
In addition, White Castle will continue touting itself as "Night Castle" in marketing initiatives involving late-night offers and activations. The family-owned company offers plenty of Night Castle merchandise at its House of Crave online.
"Our nighttime sales are strong, which confirms our customers crave White Castle at all times, but especially at night," Richardson said. "We're making investments to ensure we can meet the demand of our nocturnal Cravers, giving them the high-quality, tasty and affordable food they want and deserve, even late at night and into the wee hours of the morning."
White Castle operates about 340 restaurants.
