Industry News | July 23, 2001
White Castle Introduces New Look
From 5 p.m. through 8 p.m. on Tuesday, July 31 at 43-02 Queens Boulevard in Sunnyside, New York, White Castle will officially open the re-imaged location. Participating members of the community each will prepare 30 hamburgers to be donated to food charities in celebration of the opening.
White Castle is opening several locations introducing a new design and a new logo for the 80-year-old hamburger purveyor.
The new stores feature a new look holding true to designs traditionally used by the historic company, but also possess new facets that focus on the ability of customers to "crave in comfort.''
Although the locations have a fun new look, customers will have no problem recognizing the building as being distinctly White Castle. The new designs maintain the white exterior and castle-inspired facade, but the look is designed to convey the brand's vitality and ability to satisfy ``cravings.'' In fact, there are signs designating "Crave Zones'' above where the hamburgers are prepared.
The new logo is true to the spirit of past logos, but is updated with a new style. It retains the castellations and a hint of the gothic font, but is brighter, bolder and easier to read. Orange has been added to the traditional blue and white used by the company in both the logo and the design of the stores.
One goal of the new design is to keep White Castle locations warm and appealing to customers 24-hours a day. All-night operations have been a feature of the company since the early 1930s.
The new design is being tested in a select number of sites around the country beginning with stores in Saint Louis, Chicago and New York City.
White Castle operates 347 restaurants in 12 states. The company was founded in Wichita, Kansas in 1921, and was the first fast food hamburger chain.
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