I thought this story would go deeper and I would be surprised to discover that White Castle is about more than cheap and fast foods. But I conclude that they are not, really. Right? Would you not consider having some CSR program(s) that ‘help the local community’ through your employees as base business nowadays (note that its always cheaper to have the employees do it…). Few can afford to do less, but some truly take on the risk and cost to do more. We call them ‘Ueber-Brands’ and they are the Patagonias, Freitags, Ben & Jerry’s and Chipotles of this brand world. Yes, I said Chipotle. They have taken risks using more locally produced and fresh ingredients in their fast food and are paying the price. But we think that might rather prove our point than weaken it.
More Ueber-Brands discussions and case studies at Ueberbrands.com