White Castle craves digital signage in concept pilot

Dec. 18, 2013

White Castle has been serving up its squarish mini-burgers for nearly 100 years, and in a new concept store the company is adding a side of digital signage technology that should make its speedy burgers even speedier.

The Columbus, Ohio-headquartered White Castle deployed digital signage and interactive self-order screens in its newly re-opened Columbus-area restaurant on Hilliard-Rome Road. The updated restaurant incorporates technology that "leads the restaurant industry," according to the company.

For starters, the revamped restaurant includes digital signage self-ordering stations for guests to choose their meals from a touchscreen menu.

White Castle digital signage

The touchscreens allow customers to enter their orders and find a place to sit without having to stand in long lines, a White Castle spokesman told Columbus Business First. "It puts less focus on what causes customers the most stress — standing in line," company spokesman Jamie Richardson told the paper. "This allows them to take their time and make sure they make the choices they want."

The new system also frees up employees, who would otherwise be taking orders, to handle other duties such as preparing food and cleaning, Richardson said.

Also, like the original White Castle restaurants, seating will be available at a front counter. An open kitchen design will allow guests to watch their orders being made from start to finish. The updated design also includes a Coca-Cola Freestyle touchscreen fountain dispenser that offers more than 100 beverage choices.

"White Castle's had a presence in Columbus since the 1930s," said Chris Shaffery, White Castle regional director. "As we explore new locations to open Castles, we know how important it is to reinvest in the cities where we're currently located. As a family-owned business for more than 90 years, we've learned to listen to the feedback from our Cravers and to offer new innovations to make the White Castle experience more memorable than ever before."

White caslte self-ordering screens

And depending on how these newest modifications are embraced by White Castle customers, the Columbus concept could become the protoype for future Castles. "Right now, this is a concept restaurant that could be replicated in the future," company spokesman Todd Hutchins told The Columbus Dispatch.

(To see more, check out this photo gallery of the new features on sister site QSRweb.com.)

Images courtesy of White Castle.

Learn more about digital signage in restaurants.

Topics: Installation / Integration , Interactive / Touchscreen , Menu Boards , Restaurants , Trends / Statistics

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