MG2 designed an experience as bold and as one-of-a-kind as the White Castle menu.
White Castle is a restaurant brand with a rich 100-year heritage and millions of loyal customers throughout the Central and Eastern United States. The nation’s oldest quick-service hamburger chain hired MG2 to create a new prototype that would contemporize the dining experience as the company seeks to introduce itself to untapped demographics of consumers.
To create a more customer-centric experience, the new prototype includes both physical and technological updates. These changes incorporate flexible indoor-outdoor convertible dining areas as well as a digital experience, which focuses on mobile POS ordering and an interactive drive-thru.