White Castle Case Study

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White Castle Case Study

Team B

MKT 551/Marketing Management

University of Phoenix (Online)

Bill Copeland

December 04, 2006

White Castle Case Study "More than 80 years. More than 380 restaurants. More than 500,000,000 burgers sold last year alone" (White Castle, About Us). This is White Castle 's mantra. Does this mantra mean that White Castle needs no marketing strategies? Of course not. Every company needs marketing strategies, no matter how well that company is doing in its industry. To maintain its market share or to increase that share, a strategic marketing plan is vital. "The restaurant industry and the fast food sector are highly competitive, and are affected by changes in
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Technology has played a large factor in revenue decline due to microwave ovens and a consumer 's ability to purchase prepared foods of all varieties at their local supermarket. Evolution and adaptability are two critical variables for fast food vendors to consider for gaining a competitive advantage and market share. Another trend is establishing healthier eating habits through improved food choices which include eliminating red meat from the diet as well as a decrease in fat and salt intake.
Headquartered out of Columbus, Ohio ,White Castle Systems Inc. is known as the original fast-food hamburger chain in America with revenues of $573.2 million in the fiscal year ended December 2004. This was an increase of 14.6% from the prior year. The first White Castle restaurant opened its doors in Witchita, Kansas, in 1921 and has since grown to operate more than 390 hamburger outlets in approximately a dozen states primarily in the Midwest regions as well as expanding internationally (White Castle System, Inc., 2006). Most of the restaurants are open 24 hours seven days a week. White Castle 's stores are all company owned, and the company has not incorporated franchising as a means of company growth and expansion. The company has its own subsidiary, White Castle Distributions, located in Kentucky. The
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