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Friday, December 30 2011

New Concepts from White Castle Continue to Provide Consumer Insight


White Castle’s foray into new menus and alternative retail concepts continues to go well. One year into the test, the three new concepts have built a loyal following in their respective markets. Deckers, Laughing Noodle and Blaze have all introduced bold new flavors, and distinctive product offerings, all within existing White Castle restaurants.

Recently, as learning has continued to grow and develop, all three concepts have made their menus available at the drive thru. In addition, in a limited test at the Blaze location in Lafayette, Indiana, beer and wine are now available in the dining room between 11a and 11p daily. Like many in the fast casual segment, offering a range of beverage choices, including beer and wine, is viewed as a chance to provide more variety and the chance to compliment distinctive tastes with new beverage options. The test of alcohol in the restaurants is limited to the co-branded new concepts, and at this point, only at the Blaze location in Lafayette. Selling beer and wine in traditional White Castle restaurants is not being considered or evaluated.

As far as what comes next for the new concepts, White Castle will continue to take stock of learning, and will consider future expansion as part of its overall strategic growth plan.