Meat+Poultry - September 2021 - 8

COMMENTARY
A century better
It must have been on about turn two
of the giant, spiraling metal slide that
spills out thrill-seeking visitors just
next to the receptionist desk at White
Castle's new headquarters, that I began
to appreciate the breadth and depth
of the evolutionary marketing and
promotional efforts of the company,
which is celebrating 100 years in
business this year. Just minutes before
I took the plunge, during an interview
with Jamie Richardson, vice president
of marketing and public relations,
Richardson shared with me the mission
of White Castle: " To create memorable
moments. " I was proud to have been a
human slider and a microscopic part
of the company's carefully curated
image. I, and likely thousands of other
visitors to the company's home office,
have been the recipient of one of those
memorable moments by corkscrewing
down the slide...and I loved it.
I assume the ideal memorable
moments involve family and friends
enjoying their sliders at a White Castle
restaurant or at the dinner table, but
the company also has marketed itself
so that it's making memories possible
through philanthropy, employee
activities, community service and
customer interaction.
Based on my visit and tour of the
company's home office and one of its
meat plants, the culture of the company
on the inside didn't appear to be
drastically different from the image it
projects to its legions of slider fanatics
(aka Cravers). There's an emphasis on
loyalty, fun, collaborating and sharing
and keeping experiences fresh and
exciting and it seems to transcend
corporate and operational divisions.
Meanwhile those same components
have proven to fuel the pursuit of the
fast-food chain's sliders among its
cravers, whose appetites continue to be
urgent and seemingly non-stop.
The image isn't a royal fa├žade,
Richardson said, but it is a reflection of
a more focused goal.
" The most important thing is that
we remember why the business exists
and realize the good that hopefully
comes from our ability to give back
to team members, to give back to
community. There's a purpose to it. "
Part of that giving back is engaging
and staying relevant to its customers
beyond the restaurant experience.
Over the past century, White Castle
has become a part of pop culture,
sometimes serendipitously, and
sometimes by design. In 2014, Time
magazine recognized White Castle's
slider as the most influential burger
of all time. Each year since 2001, the
company has accepted thousands of
nominations to be inducted into its
Cravers Hall of Fame and honors 10
to 12 of them as Champions of Crave.
White Castle sliders have a history of
popping up in the lyrics of popular
bands' music in the '80s; making
cameos in movies (including " Saturday
Night Fever " in 1977); and White
Castle got top billing in the 2004 cult
film, " Harold and Kumar Go to White
Castle. " And then there are many of us
whose memorable moments at White
Castle date back to college days when
post-bar stops at the local drive-thru
for a bag of sliders was standard,
after-midnight procedure.
Nowadays, the company is still
as hip as ever, rolling out a new line
of uniforms for its 10,000 employees
that were the creations of fashion
designer Telfar Clemens, just in time
for White Castle's 100th anniversary.
Earlier this year, Fast Company
named White Castle as one of its top
10 Most Innovative Dining Companies.
Richardson pointed out, however,
staying relevant is an ongoing process.
" That recognition is nice, " he said.
" It does make you feel good that we're
going places. But the rest of the story is
that once the headline is published, you
still have to make it come true; you've
got to follow through, get it to reality. "
Focused on a vision of feeding souls
with a mission of making memories
has been a winning formula for White
Castle that has been time tested and
craver approved.
JOEL CREWS, EDITOR | jc rews@sos land.com
" Once the headline is published, you still
have to make it come true; you've got
to follow through, get it to reality. "
- JAMIE RICHARDSON
8 MEAT+POULTRY | 09.21 | www.meatpoultry.com
http://www.meatpoultry.com

Meat+Poultry - September 2021

Table of Contents for the Digital Edition of Meat+Poultry - September 2021

Meat+Poultry - September 2021 - Intro
Meat+Poultry - September 2021 - VDG-1
Meat+Poultry - September 2021 - VDG-2
Meat+Poultry - September 2021 - 1
Meat+Poultry - September 2021 - 2
Meat+Poultry - September 2021 - 3
Meat+Poultry - September 2021 - 4
Meat+Poultry - September 2021 - 5
Meat+Poultry - September 2021 - 6
Meat+Poultry - September 2021 - 7
Meat+Poultry - September 2021 - 8
Meat+Poultry - September 2021 - 9
Meat+Poultry - September 2021 - 10
Meat+Poultry - September 2021 - 11
Meat+Poultry - September 2021 - 12
Meat+Poultry - September 2021 - 13
Meat+Poultry - September 2021 - 14
Meat+Poultry - September 2021 - 15
Meat+Poultry - September 2021 - 16
Meat+Poultry - September 2021 - 17
Meat+Poultry - September 2021 - 18
Meat+Poultry - September 2021 - 19
Meat+Poultry - September 2021 - 20
Meat+Poultry - September 2021 - 21
Meat+Poultry - September 2021 - 22
Meat+Poultry - September 2021 - 23
Meat+Poultry - September 2021 - 24
Meat+Poultry - September 2021 - 25
Meat+Poultry - September 2021 - 26
Meat+Poultry - September 2021 - 27
Meat+Poultry - September 2021 - 28
Meat+Poultry - September 2021 - 29
Meat+Poultry - September 2021 - 30
Meat+Poultry - September 2021 - 31
Meat+Poultry - September 2021 - 32
Meat+Poultry - September 2021 - 33
Meat+Poultry - September 2021 - 34
Meat+Poultry - September 2021 - 35
Meat+Poultry - September 2021 - 36
Meat+Poultry - September 2021 - 37
Meat+Poultry - September 2021 - 38
Meat+Poultry - September 2021 - 39
Meat+Poultry - September 2021 - 40
Meat+Poultry - September 2021 - 41
Meat+Poultry - September 2021 - 42
Meat+Poultry - September 2021 - 43
Meat+Poultry - September 2021 - 44
Meat+Poultry - September 2021 - 45
Meat+Poultry - September 2021 - 46
Meat+Poultry - September 2021 - 47
Meat+Poultry - September 2021 - 48
Meat+Poultry - September 2021 - 49
Meat+Poultry - September 2021 - 50
Meat+Poultry - September 2021 - 51
Meat+Poultry - September 2021 - 52
Meat+Poultry - September 2021 - 53
Meat+Poultry - September 2021 - 54
Meat+Poultry - September 2021 - 55
Meat+Poultry - September 2021 - 56
Meat+Poultry - September 2021 - 57
Meat+Poultry - September 2021 - 58
Meat+Poultry - September 2021 - 59
Meat+Poultry - September 2021 - 60
Meat+Poultry - September 2021 - 61
Meat+Poultry - September 2021 - 62
Meat+Poultry - September 2021 - 63
Meat+Poultry - September 2021 - 64
Meat+Poultry - September 2021 - 65
Meat+Poultry - September 2021 - 66
Meat+Poultry - September 2021 - 67
Meat+Poultry - September 2021 - 68
Meat+Poultry - September 2021 - 69
Meat+Poultry - September 2021 - 70
Meat+Poultry - September 2021 - 71
Meat+Poultry - September 2021 - 72
Meat+Poultry - September 2021 - 73
Meat+Poultry - September 2021 - 74
Meat+Poultry - September 2021 - 75
Meat+Poultry - September 2021 - 76
Meat+Poultry - September 2021 - 77
Meat+Poultry - September 2021 - 78
Meat+Poultry - September 2021 - 79
Meat+Poultry - September 2021 - 80
Meat+Poultry - September 2021 - 81
Meat+Poultry - September 2021 - 82
Meat+Poultry - September 2021 - 83
Meat+Poultry - September 2021 - 84
Meat+Poultry - September 2021 - 85
Meat+Poultry - September 2021 - 86
Meat+Poultry - September 2021 - 87
Meat+Poultry - September 2021 - 88
Meat+Poultry - September 2021 - 89
Meat+Poultry - September 2021 - 90
Meat+Poultry - September 2021 - 91
Meat+Poultry - September 2021 - 92
Meat+Poultry - September 2021 - 93
Meat+Poultry - September 2021 - 94
Meat+Poultry - September 2021 - 95
Meat+Poultry - September 2021 - 96
Meat+Poultry - September 2021 - 97
Meat+Poultry - September 2021 - 98
Meat+Poultry - September 2021 - 99
Meat+Poultry - September 2021 - 100
Meat+Poultry - September 2021 - 101
Meat+Poultry - September 2021 - 102
Meat+Poultry - September 2021 - 103
Meat+Poultry - September 2021 - 104
Meat+Poultry - September 2021 - PE-1
Meat+Poultry - September 2021 - PE-2
Meat+Poultry - September 2021 - PE-3
Meat+Poultry - September 2021 - PE-4
Meat+Poultry - September 2021 - PE-5
Meat+Poultry - September 2021 - PE-6
Meat+Poultry - September 2021 - PE-7
Meat+Poultry - September 2021 - PE-8
Meat+Poultry - September 2021 - PE-9
Meat+Poultry - September 2021 - PE-10
Meat+Poultry - September 2021 - PE-11
Meat+Poultry - September 2021 - PE-12
Meat+Poultry - September 2021 - PE-13
Meat+Poultry - September 2021 - PE-14
Meat+Poultry - September 2021 - PE-15
Meat+Poultry - September 2021 - PE-16
Meat+Poultry - September 2021 - PE-17
Meat+Poultry - September 2021 - PE-18
Meat+Poultry - September 2021 - PE-19
Meat+Poultry - September 2021 - PE-20
Meat+Poultry - September 2021 - PE-21
Meat+Poultry - September 2021 - PE-22
Meat+Poultry - September 2021 - PE-23
Meat+Poultry - September 2021 - PE-24
Meat+Poultry - September 2021 - PE-25
Meat+Poultry - September 2021 - PE-26
Meat+Poultry - September 2021 - PE-27
Meat+Poultry - September 2021 - PE-28
Meat+Poultry - September 2021 - Marel-1
Meat+Poultry - September 2021 - Marel-2
Meat+Poultry - September 2021 - Marel-3
Meat+Poultry - September 2021 - Marel-4
Meat+Poultry - September 2021 - Marel-5
Meat+Poultry - September 2021 - Marel-6
Meat+Poultry - September 2021 - Marel-7
Meat+Poultry - September 2021 - Marel-8
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