How White Castle turned brand fandom into loyalty that performs

The challenge: Turning love for the brand into lasting engagement

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 program built for growth. One that prioritized personalization, playfulness, and performance over generic discounts.

“We didn’t want to be bound by traditional demographics and psychographics. We wanted to understand our consumer better.”
—Jamie Richardson

They needed a loyalty program that could reflect their brand voice, spark joy, and equip team members with the tools to make every guest feel like a legend.

The solution: A loyalty experience that rewards behavior and builds connection

Working with Marigold, White Castle created a gamified loyalty program rooted in what they call the Crave Continuum, using tiers and quests to reflect guest behaviors and brand devotion.

Key elements included:

• Tiered experiences—Adventurer, Champion, Legend—that reinforce progress
• Quests tied to specific behaviors, such as late-night orders or multiple location visits
• Integrated messaging that invites participation across mobile, in-store, and email
• Frontline team engagement and training to ensure consistency and adoption

“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

The program was designed to build habits, inspire connections, and deliver a consistent guest experience across more than 300 castles.

The results: A more scalable approach to loyalty

Within months of launching their gamified loyalty program, White Castle saw measurable improvements in guest behavior and strong buy-in from teams on the ground.

• A company-wide incentive contest helped increase loyalty transactions at 70% of participating Castles
• Quest-based promotions drove frequent visits and increased average check size
• Real-time insights helped White Castle test, optimize, and refine strategy quickly

“There’s a business case to be made. It’s the team members who bring it to life.”
—Jamie Richardson

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 behavioral data with storytelling, White Castle created a loyalty experience that’s both emotionally resonant and operationally sound.

What’s next: Growing loyalty with insight and imagination

White Castle is continuing to evolve Craver Nation with new quests, targeted messaging, and more ways to bring brand values to life. The team utilizes loyalty data to gain a deeper understanding of guest preferences and deliver rewards that feel both enjoyable and personalized.

Why Marigold

With Marigold, White Castle created a loyalty experience that combines brand personality and business performance. From flexible platform tools to strategic guidance, Marigold supports their vision of loyalty that’s engaging, data-driven, and fun for both guests and team members.