Dive Brief:
- White Castle launched delivery as an option within its app through a partnership with Uber’s white-label delivery platform, Uber Direct, the slider chain said in a press release on Thursday.
- In-app delivery offers guests the same price for their meal as in-store ordering and charges a $4.99 flat delivery fee.
- This expansion allows White Castle, which originally partnered with Uber Eats in 2019, to provide delivery through its own channel rather than just third-party marketplaces. The chain also works with DoorDash and Grubhub.
Dive Insight:
White Castle’s in-app delivery option offers delivery within five miles of a restaurant served by Uber Direct, the company said. The app uses Uber’s technology to connect an order with a delivery courier. Many other chains, including Shake Shack, have long offered in-app delivery, making White Castle a relative holdout among large fast food companies. Offering direct delivery allows White Castle to gather more data on ordering behavior from its most loyal customers.
Charging the same menu prices as in-store could also encourage more customers to order delivery since chains generally charge higher prices for third-party delivery orders than dine-in and such orders often include additional service fees. White Castle’s app includes a complete menu, restaurant locator, customization, on-the-go ordering, the ability to save favorite meals, app-only menu items and offers and exclusive access to Craver Nation offers and deals.
White Castle has recently invested in other new technologies, adding voice AI at 100 drive-thrus through a partnership with SoundHound through the end of 2024. The company is testing a fry cook robot in many of its restaurants. The chain opened its first takeout-only location, Crave & Go, in Florida last year.
