White Castle is expanding its capabilities for its late-night daypart through increased hiring.
Late-night orders placed between 7 p.m. and 3 a.m., including delivery, now account for a “a significant and growing percent of White Castle’s restaurant sales,” the company said in a press release.
Almost 70% of White Castle’s restaurants are open 24/7; a large, but unspecified, number of the remainder are open past midnight on weekdays or for 24 hours a day on the weekend, according to the press release. The company offers in-app delivery for a flat $4.99 delivery fee.
To draw traffic during the late-night daypart, White Castle is offering its loyalty members a six-piece order of chicken rings for $2. Compared to the day time price of a six-piece chicken ring order at a White Castle in Illinois that offer represents a roughly 43% discount.
The chain hopes the marketing drive and the push to hire more workers will drive greater sales during the night. Other QSR brands have sought to make late-nights a key part of their strategy over the last couple of years. Pizza Hut, for instance, announced last year that it would keep thousands of its restaurants open later.
