STRATEGIC PARTNERS
October 21, 2016
White Castle is clearly going all in for the QSR trend toward higher-end menu items by partnering with a food and travel network and the FoodBeast site on a new video series/love letter to its famous sliders, "For the Love of the Slider."
A news release stated that the mini-series spotlights renowned U.S. chefs making high-end dishes out of the chain's square-shaped beef patties. Featured chefs include the heavily acclaimed Edward Lee- and James Beard-nominated, Tanya Baker; New York phenomenon Jordan Andino of Filipino Taqueria and self-taught culinary guru Marcus Meacham of Columbus, Ohio. All three of the self-proclaimed White Castle cravers will show viewers how their surroundings and cultures inspire their cooking as well as how local ingredients can give sliders unique regional flair.
"We have a unique opportunity to tell chefs' stories while also showcasing the iconic slider in a way that hasn't been done before," said the show’s host, Geoff Kutnick of FoodBeast in a news release. "The range of chefs for the series has to be one of our favorite elements. … The food and cast is one of the most diverse we've had the opportunity to work with."
The first show, which aired Tuesday, featured Chef Linh Nguyen of Santa Ana, California, who used White Castle's retail grocery store products to work up a little slider magic. Four more episodes are scheduled, starting Nov. 1, and followed with a new episode every other Tuesday until Dec. 13. The chain is also making the episodes available on its brand website.
"We hope it will encourage cravers all over the U.S. to channel their creativity and make their own recipes inspired by White Castle's original slider," said White Castle Vice President Jamie Richardson.
