It’s easy to play armchair quarterback. We can talk theory all day long and it’s when the rubber hits the road that we learn what really works. Here, I apply my experience and education to one of my favorite places before getting off of red meat – White Castle. I’m anxious to read how you can apply the lessons from this case study.
The strategic marketing issue that is addressed in the White Castle Restaurant Case is that given the consumer attitudes towards fast food and the overwhelming competition from national purveyors of fast food with their franchises; what White Castle needs is a focus on their core strengths and tight market niche as the low cost value meal for low to upper-low income consumers.
In response to this issue we would deliver a marketing campaign that would emphasize the strengths of the franchise and target the niche market. To accomplish this we recommend using Television, and print advertising, and point to the company website on these advertisements.