If I was going to pick a restaurant chain that is positioning itself for the future and doing it right, it would be White Castle. Are you surprised? I was surprised when I read a White Castle press release the other day about the grand reopening of one of its restaurants that is serving as a prototype. I read it just after digesting all the consumer survey data for Mintel’s upcoming Dining Out: A 2014 Look Ahead—U.S., January 2014 report.
The features of the remodeled White Castle reflect the trends that haven’t even published yet. Here are the interesting White Castle new features:
- There are self-ordering stations inside that allow customers to order from a touch-screen menu. This is a proposition in its infancy that you will hear more about in the coming year as Applebee’s and Chili’s ramp up tablet-ordering at the table. McDonald’s is also testing kiosk ordering in a few of its stores. So while it’s not a trend yet, it will be soon. Some 22% of men agree that they would like full-service restaurants to have table-top tablets for entertainment, ordering and speed of service. One could surmise that they would be equally interested in limited-service restaurants doing the same.
- The White Castle restaurant was designed with an open kitchen, allowing customers to watch their orders being made before their eyes. First, allowing customers to watch their food come together is a play from the fast-casual segment (like Chipotles and sub shops that allow you to give input as your order is being prepared). White Castle’s model isn’t a service line, but does let the customer watch, and that matters to 47% of consumers who say that one of the factors that influences where they eat is the opportunity to see their food being prepared as they wait. The percentage is 60% among adults ages 36 and below.
- It has installed a Coca-Cola Freestyle fountain dispenser. If you’re familiar with that, you know it features more than 100 soft-drink flavors. I’ve wondered why more restaurants don’t go with that (Burger King has). Half of consumers who have eaten out in the past month ordered a soft drink (58% of those ages 48 and below). And the most influential thing in drawing customers to a restaurant is variety. So a wide variety of soft drinks just makes sense.
- Customers can order before they come from a mobile ordering app. Pizza Hut was the first to introduce mobile ordering years ago. Besides pizza restaurants, others are gradually joining in. So, just how popular is online ordering? Only 10% say they prefer online ordering instead of talking to waitstaff. But again, younger adults are keener on the idea (18% of those ages 36 and below).
There are other comments sprinkled throughout the White Castle press release that are remarkably on-trend, such as a comment about “keeping 40 jobs.” Mintel’s survey shows that fair treatment of employees really matters to consumers. The release also says, “We know how important it is to reinvest in the cities where we’re currently located.” Consumers look for and support socially responsible brands like that.
So, over all, White Castle looks like a remarkably on-trend company. Let me know what you think.
Jody
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