Marketing
White Castle intros 1st new packaging in 16 years
September 14, 2020
For the first time in 16 years, White Castle has added new packaging in the form of its Crave Clutch, a 20-slider cardboard box designed to look like those hefty boomboxes of the '90s.
"The Crave Clutch has been something we've been working on behind the 'Castle walls' for a while. Faced with the pandemic, we decided that now is an ideal time to introduce this new size of Slider packaging," Jamie Richardson, White Castle vice president, said in a company press release. "We'll be here for Cravers when they need to feed a crowd, but today this is about taking care of their own family and close friends."
The Crave Clutch, available for a limited-time only, has a faux leather-stitched cardboard handle, and one side looks like an old-school boombox with an image of a blank cassette tape with room for customers to add the titles of songs. The clutch will even have its own Instagram campaign with White Castle urging customers to share the songs they play while eating White Castle fare. The chain will add these "snack tracks" to the boombox and repost the image on Instagram.
White Castle packaging history includes the creation in 1931 of the familiar little boxes to hold the steam-grilled burgers, as well as the 30-slider Crave Case in 2001 and then the 100-slider Crave Crate in 2004 for really big appetites and sharing. The Crave Clutch bundle (Share-A-Meal No. 9) includes 20 sliders and four small fries for $19.99 ($18.79 in the Louisville and Nashville markets and $21.99 in the New York/New Jersey region).
White Castle owns and operates more than 360 restaurants and is based in Columbus, Ohio.
