The Brand Challenge
White Castle’s identity is very traditional, but we are attracting a very young audience in China. Sliders are still a new concept in China; our customers are often confused when ordering.
How might we better communicate our slider concept to our young, Gen-Z customer using messaging and a visual language that connects with them specifically?
We took a look at the user journey, needs and behaviours when interacting with the brand, to understand what it was about White Castle that was attractive to them.
The Result? A new position for a concept store.
HELLO we’re the BOLD alternative. We are an American mini burger concept that makes people happy with a large variety of satisfying sliders. Delivered with our relaxed friendly free laid back environment and service.