Palantir and Zeta Global announce strategic partnership.Read News
Palantir and Zeta Global announce strategic partnership.Read News
Case Study
White Castle Management Co. is an American regional fast-food restaurant chain best known for its signature slider-style hamburgers. The brand operates about 345 locations across 13 states, with its strongest presence in the Midwest and New York metropolitan area. Backed by more than a century of history, passionate fans, and a famously craveable menu, White Castle wanted a loyalty strategy that could deepen emotional connection and deliver measurable growth.
Working with Zeta Loyalty, White Castle created a gamified loyalty programme rooted in what they call the Crave Continuum, using tiers and quests to reflect guest behaviours and brand devotion. Within months of launching their gamified loyalty programme, White Castle saw measurable improvements in guest behaviour and strong buy-in from teams on the ground.
Impact
70%
of Castles increased loyalty transactions
300+
locations with unified loyalty
White Castle wasn’t starting from scratch. Their fans were already fiercely loyal. But the brand saw an opportunity to channel that energy into a programme built for growth. One that focus on personalisation, playfulness, and performance over generic discounts.
They needed a loyalty programme that could reflect their brand voice, embrace playfulness, and equip team members with the tools to make every guest feel like a legend.
“We didn’t want to be bound by traditional demographics and psychographics. We wanted to understand our consumer better.”
Jamie Richardson
Vice President Marketing and Public Relations, White Castle
Working with Zeta Loyalty, White Castle created a gamified loyalty programme rooted in what they call the Crave Continuum, using tiers and quests to reflect guest behaviours and brand devotion.
Key elements included:
The programme was designed to build habits, inspire connections, and deliver a consistent guest experience across more than 300 Castles. A company-wide incentive contest helped increase loyalty transactions at 70% of participating Castles.
Quest-based promotions drove frequent visits and increased average spend, and real-time insights helped White Castle test, optimise, and refine strategy quickly.
“It should be something that’s not only feeding you through the great food, but feeding your soul a little bit as well.”
Jamie Richardson
Vice President Marketing and Public Relations, White Castle
Shortly after introducing its gamified loyalty programme, White Castle began seeing positive shifts in guest engagement along with strong adoption from teams on the ground. Members are spending more, visiting more frequently, and responding to offers that drive long-term value, proving that playful loyalty can also be a powerful force. By pairing real behavioural data with storytelling, White Castle created a loyalty experience that’s both emotionally resonant and operationally sound.
“There’s a business case to be made. It’s the team members who bring it to life.”
Jamie Richardson
Vice President Marketing and Public Relations, White Castle
White Castle is continuing to evolve Craver Nation with new quests, targeted messaging, and more ways to bring brand values to life. The team utilises loyalty data to gain a deeper understanding of guest preferences and deliver rewards that feel both enjoyable and personalised.
With Zeta Loyalty, White Castle was able to bring their vision of loyalty that’s engaging, data-driven, and fun for both guests and team members to life.
The Zeta Marketing Platform empowers businesses to offer highly tailored experiences driven by AI.
