• Multiple locations, U.S.
  • Brand design, Food, beverage, & entertainment

The evolution of an American icon

White Castle—an iconic restaurant brand with a rich 100-year heritage and millions of loyal customers across the United States—was ready to raise the bar on their dining experience. Featuring a one-of-a-kind menu, they required a bold, innovative upgrade to their offering as they sought to introduce themselves to untapped demographics of consumers. 

Partnering with MG2, White Castle worked hand-in-hand with our design teams to prototype a more contemporary customer journey, one that includes both physical and technological upgrades. These enhancements incorporate flexible indoor-outdoor convertible dining areas, as well as brand new digital experiences including mobile POS ordering and an interactive drive-thru.