White Castle’s Latest Marketing Move Riffs on a Time-Honored Strategy

The old taste-test survey delivers the goods again and again

white castle restaurant
White Castle is the latest in a long line of food and restaurant brands to promote an item based on a survey. Getty Images

Last week, White Castle issued an animated little announcement—the results of a survey it had conducted about chicken. Specifically, it was about its Chicken Rings (12 for $2.99), an item variously described by respondents as “fanfreakingtastic” and “pluckin’ awesome.”

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.