It's What You Crave
For the first time in its 82-year history in Columbus, White Castle finally has a presence in the Ohio State University campus area. And it’s not just any White Castle. It’s built for fast-moving, tech-savvy students, who can punch in an order on their phone and bypass the cash register to pick up a sack of sliders. The locally based burger chain, of 379 domestic locations, has built a new 2,550-square-foot, two-story Castle — with its trademark white façade and blue logo.
“We have enjoyed a 20+ year relationship with White Castle, supporting their internal design team on 100’s of projects.”
Strategy
The interior features a pristine exhibition kitchen that can cook more than 400 burgers at a time, a game-day necessity, store officials figure. Giving a nod to the Ohio State Buckeyes with vintage photographs, the new White Castle seats 47 people in the main dining room and another 18 in the lounge-style room on the second floor. Perhaps best of all, the store is open 24 hours for those students cramming for exams and wanting to stuff down a few sliders. A cup of coffee is only a buck. Wi-Fi is free and available throughout the store. Among the menu items are breakfast sliders, served all day.
A new feature is the Crave Box, not to be confused with the slider-filled Crave Case. The box a mobile-order pickup area where customers can retrieve their orders from to-go boxes that use special-access codes. The restaurant also will accept BuckID payment.
Result
The new White Castle prototypical restaurant design has enhanced its brand position in the highly competitive collegiate food service market and improved customer/associate interaction. Rollout to additional locations is being explored.
We have enjoyed a 20+ year relationship with White Castle. We have supported their internal design team with 100’s of projects ranging from Flagships, to Prototypes, to Remodels and Retro-fits all with the goal of continuing to build the brand and enhance the customer experience.