White Castle Unveils Prototype

White Castle (Columbus, Ohio) has taken the wraps off its newest restaurant design at a locale near its hometown’s downtown. Dubbed the “Castle of Tomorrow” the prototype represents “the next evolution of the brand’s 104-year commitment to innovation, hospitality and quality — a space where craveable tradition meets forward-thinking technology,” the fast-food chain said in a news release.

Working with locally based WD Partners, White Castle said the underlying goal of the update was to reimagine the customer experience from beginning to end.

“This new Castle reflects the best of who we are — passionate about innovation, hospitality and our people,” said VP Jamie Richardson, vice president at White Castle. “Every detail, from the kitchen layout to the mobile ordering experience, was thoughtfully designed to help our team members shine and to make every Craver’s visit more enjoyable and efficient. It’s the ‘Castle of tomorrow,’ built with the heart and soul that’s defined us for more than a century.”

“Castle of Tomorrow” features include:

• Self-service kiosks that complement the traditional front counter for taking orders.
• An updated dining room with higher ceilings, vibrant colors and a sleek, open layout.
• A new kitchen design that emphasizes efficiency, comfort and ergonomics.
• A separate walk-up mobile-order entry and counter for app-placed orders.
• Double drive-thru lanes featuring hospitality doors through which team members deliver meals to guests in their cars.
• An exterior design that balances familiarity and flair, with classic castle architecture complemented by sleek accents and lighting.
• A first-of-its-kind brand sign that reads “White Castle” by day and transforms to “Night Castle” after dark, “a bold expression of the company’s renowned late-night identity and its mission to serve Cravers around the clock,” the company’s news release on the project said.

White Castle, which calls itself America’s first fast-food hamburger chain, has been selling its famed Sliders since 1921. The family-owned business owns and operates 341 restaurants as well as a retail division providing its fare in freezer aisles of retail stores nationwide.