News

White Castle testing the sale of beer and wine

December 20, 2011

White Castle's Sliders at a Lafayette, Ind., restaurant can now be washed down with a cold beer. The chain is testing a Blaze Modern BBQ concept in that market and is toying with beer and wine sales in the process.

According to the Columbus Dispatch, the Blaze Modern BBQ is one of three new concepts White Castle has in trial. Others include Laughing Noodle, in Springfield, Ohio, and Deckers, in Lebanon, Tenn.

The three new concepts have been open for a little more than a year and are all co-branded with White Castle.

Laughing Noodle features Asian food, while Deckers' menu includes grilled sandwiches.

Blaze offers barbecue dishes such as brisket, pulled chicken, smoked turkey, baked beans and potato salad. A variety of wines are sold for $4.50 a glass, and domestic beers are available for $3.

Jamie Richardson, White Castle's VP of corporate relations, told the Dispatch that alcohol sales at the Lafayette restaurant will help determine whether a broader rollout will take place throughout the system.

Bonnie Riggs, an analyst with food research firm The NPD Group, said alcohol sales could be a good way for the QSR to compete in an increasingly crowded industry. Numerous fast casual restaurants, such as Chipotle and Starbucks, sell alcohol.

Other QSRs have experimented with alcohol sales recently, including Sonic and Burger King through its Whopper Bar concept.

Read more about food and beverage trends.