The White Castle burger chain has announced a revamped menu for the summer of 2025. One of the best known fast food chains in the United States has launched a series of changes to surprise its customers. The chain will continue to offer its flagship product, square burgers. Since the start of summer last June, White Castle restaurants have extended their hours, offered special discounts for Graver Nation Rewards members, and some of the establishments will even offer 24-hour service.
White Castle
Founded in 1921 by Edgar Waldo Ingram and Walter Anderson, it is one of the most famous fast food chains in the United States. Apart from being a pioneer in this type of business, it is known for its characteristic square hamburgers. It has 400 locations throughout the New York Metropolitan area and the Midwest of the United States. With the arrival of summer, White Castle wanted to surprise consumers with new products that will allow them to enjoy its products whenever they want. Literally. They want their brand to cover as many niches as possible, such as nighttime cravings. The company wants consumers to associate these moments with its brand, at least throughout the summer.
News in White Castle
White Castle has already launched the new products it announced under the “Night Castle” initiative. As mentioned, the company wants to make the consumer see that it is available at any time, either after a visit to the park, or to satisfy the hunger that can give you in the early hours of the morning. Since June 21, the following measures have been implemented:
- Restaurants open 24 hours (72% of its establishments).
- Restaurants open past midnight (91% of establishments).
- Exclusive and special discounts on the House of Grave portal for members of the Graver Nation Rewards program.
Reason for this changes
The company has decided to implement a series of measures to adapt and improve the user experience. It has opted to address market niches that have been neglected by the competition. Some of the reasons that have led it to take this decision are:
- Few establishments open or stay opened after midnight.
- To cover the needs of those who do not want a cold snack or to cook at late hours.
- To work on loyalty through exclusive offers.
- They make use of nostalgia as a tool of emotional weight at the time of the client’s purchase.
Overnight sales and experiences
The company’s intention is not just to sell its products. White Castle appeals to a sense of belonging and nostalgia for a brand that has become part of its consumers’ lives. According to Jamie Richardson, White Castle’s vice president, “Night Castle is not just a moment, it’s a state of mind”. Under this new “Night Castle” initiative, they intend that visiting their establishments is not just a mere economic transaction, but an experience. They want to be part of the memory of the customers who attend, whether it is a summer night, after a party or at a relevant moment in their lives.
They want to be the option that comes to customers’ minds when they want to enjoy good food, at a good price and in a cozy atmosphere. Whether it’s summer nights, weekend outings or just an insatiable craving, we pride ourselves on being the place people come to for irresistible taste, great value for money and unforgettable memories”. I don’t know if I will go to White Castle or not, but what I do hope is that this chain as well as any other that decides to expand its hours, also expands its staff and does not incur in labor exploitation!