Operations

White Castle revamps its loyalty program

Photo: White Castle

September 19, 2024

White Castle has revamped its loyalty program. The Craver Nation Rewards now adds a point system and a tiered element to Craver Nation, which was introduced in 2019. Members now earn points by purchasing menu items and completing quests, such as trying new menu items or visiting the brand's restaurants late at night, according to a press release.

As points are earned, members progress through three levels in the app — Adventurer, Champion and Legend — unlocking new quests, rewards and badges at each level.

"We're not using the typical earn-and-burn strategy where customers simply earn points and exchange them for rewards," Aaron Lahman, digital marketing manager at White Castle, said in the press release. "While this newest iteration of our program still offers rewards, it lends itself to more engagement with our Cravers. It's more like a game where they complete quests to earn badges and unlock new tiers to get special perks, rewards and exclusive benefits not available to nonmembers."

New members of the rewards program will get $5 off their first mobile order, while existing members get 20% off their first mobile order.

Exclusive offers will be given around memorable moments and seasonal promotions, including a free dessert on a stick during members' birthday months.

"We recognize not all White Castle customers crave the same way, which is why we're introducing a refreshed loyalty program that offers value and motivation to customers who want to get perks for joining, earn value through their spending, and show their fandom by earning badges through quest completions," Lahman said. "Our customers are more than just transactions. Even though they have such passion for our brand, they have a lot of choices. So, connecting with them in this way will help us stand out from the crowd."