White Castle occupies a rather odd place in the QSR fast-food industry. Unlike most of its competition, White Castle is a family-owned and privately held business. It’s also been the subject of its own comedy film and, after nearly 100 years in existence, it still elicits strong emotional connections that create a huge amount of brand loyalty.
In fact, this very vocal group of customers even has its own name. These customers are called “Cravers,” and their support stems from the unique customer experiences the brand offers.
As a testament to its idiosyncratic take on customer engagement, White Castle established the White Castle Cravers Hall of Fame (CHOF), which began as a way to honor the most passionate fans. And now, over a decade later, the CHOF has just celebrated a milestone.
In honor of its 15th anniversary, the CHOF has brought together its most unique class yet.
Launched as a way to not only recognize customer loyalty, the CHOF is also a way to personally connect and build even stronger relationships with White Castle evangelists. Leading up to the inductee ceremony, White Castle invited loyal Cravers from across the country to submit an array of inspirational, heartfelt, or funny stories for the chance to be immortalized throughout the CHOF’s halls.
A set of judges evaluated each submission based on brand loyalty, creativity, presentation, and “magnitude of the Crave.”
“White Castle is always touched by the unique and creative memorable moments our Cravers have participated in over the years,” said Jamie Richardson, White Castle Vice President. “Many of our Cravers tell us stories about growing up with our brand and how it has been a staple in their lives, whether it's transporting Sliders to an army barracks in Germany, celebrating wedding anniversaries or just simply passing the passion for White Castle from one generation to the next.”
A few of this year’s winners included: Matthew Aull of St. Charles, Missouri, for “The Mark of a Craver”; Clyde Eide of Bryan, Texas, for “Scouting Out The Crave”; and Michele Malvern of Valdosta, Georgia, for “A Tale of Circus Sliders.”
Recently, White Castle also added the “Craver in Extremis” category, which recognizes public figures and celebrities who publicly demonstrate a love of White Castle.
So far, however, only 195 people have ever been inducted into the CHOF.
“CHOF represents the most ardent of our fans, and it isn’t an insignificant accomplishment to join the ranks,” Richardson said. “Many are called, but few are chosen. In fact, we think it’s easier to strike gold than it is to be accepted into the CHOF.”