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For five years, we've been reading about White Castle's most successful marketing campaign: Valentine's Day at White Castle. On this day, lovers walk into a transformed chain restaurant: red tablecloths, waiters, candles and roses. Well, enough reading; last night we went to see for ourselves.
Walking into a New Jersey-based location at around 7 p.m., we were greeted by a smiling manager who happily showed us to our seats. Sitting at our red-plastic-covered table, we couldn't help but laugh and smile. Our tea-candle was lit and the faux smell of roses filled the air as our waitress came over to hand us the menus. Yes, menus! She, too, had a huge smile on her face and was excited to tell us that this was her first Valentine's Day with the company. She explained the menu to us and even promoted the "Sweetheart Special," which consisted of 10 hamburgers, two fries and two regular drinks. Priced at just $12.49, it was a deal. However, I decided to go with three classic cheeseburgers and take a chance on the Surf & Turf burger with cheese, the fish sandwiched between two burger patties, served with tartar sauce.
After ordering, I took a moment to look around. Every seat was filled with happy people, enjoying their burgers and getting a kick out of the décor. More than half the room was dressed in their date-night best -- women in red sparkling sweaters and men in suits with Valentine's Day-themed ties. There was one group of eight that had been coming to the chain for five years during this special promotion and they were pros -- they even brought their own wine. Who knew White Castle was BYOB?
The service was impeccable. If a staff member saw a couple trying to take a photo of themselves, they'd run over and offer to snap it (great marketing ploy). And after we were served our food, they made sure we had everything we needed, down to an extra ketchup packet.
I dug into my classic burgers to find that nothing had changed in years. (While we know that fast food isn't on the world's healthiest foods list, we like a good burger as much as the next guy.) I was partly excited, partly hesitant to bite into the Surf & Turf. While I probably wouldn't order it again, it wasn't exactly terrible. But the texture combination of a meat patty and fish filet was more than a little strange.
It was actually a lot of fun to be a part of something like this. Not one person took themselves seriously -- everyone was focused on simply being there with the people they loved -- whether that was grandkids, moms, dads or good friends.
As we left, and the manager held the door for us, we thought, this would be really hard for other (unnamed) fast-food chains to pull off. Yes, it's fast-food and it's cliché, but we had a great time and next Valentine's Day, we might just go again.
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A White Castle Valentines Day
Pulling up to the NJ-based White Castle -- you could smell the burgers immediately.
As promised, a red tablecloth with roses, a candle and even chocolate candies.
They even took it one step further by offering customers a menu.
All of their usual offerings were available, as well as their "Sweetheart Special."
The Surf-n-Turf burger in all of its glory.
The Jalapeno Cheeseburgers weren't as spicy as we thought they would be -- could use more kick!
A "sack" of fries.
A very festive White Castle.
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2-15-2011 @4:31PM ashimama said... so happy... kitsch-y, affectionate, sweet. when i was a girl, my grandmother told me that she and my grandfather lived on white castle burgers and day-old bakery pies when they were young professionals in the city (she worked for the telegraph, he, the state department back then). i'll have to try to catch this next year for sentimentality's sake.
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2-15-2011 @4:54PM Fran said... I would give anything for a White Castle burger!! Alas I have a wheat allergy, so that's not possible. But I have wonderful memories from when we lived in Chicago and used to take our boys there!! They buy the frozen ones,but complain they aren't anywhere near as good. Glad to see the Valentines Day Promo.......when we were younger we sure would have enjoyed it (and would still if there was one nearby and I could eat one!!). Bless White Castle!
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2-15-2011 @5:57PM HG in MN said... Cute, though for dietary reasons, there's not a thing there I can eat. So, sweetie, if you want to take me here for Valentine's Day next year, I'll order the complementary water. That's how much I love you.
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2-15-2011 @5:27PM David S. said... Obviously old married folks were there .......let a young guy take the girl he is dating to White Castle for Valentine's Day. What do you think his chances are of getting laid that night??
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2-15-2011 @6:05PM Adrianne said... Little known fact....White Castles ARE an aphrodisiac
2-16-2011 @12:47PM nibblett said... @Dave.....LOL you sound like a teenager AND desperate....How WAS your Valentines day??
2-15-2011 @6:01PM HG in MN said... We were just talking today at work about the unique White Castle Toots.
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2-15-2011 @6:59PM Gary said... Please bring White Castle to California, we would love to see you here !
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2-15-2011 @8:34PM Jim said... I miss White Castle now that I am located in CT. I used to live in NJ just a few blocks away from White Castle. Hey White Castle, open up in Torrington, CT. They are in the beginnings of downtown revitalization. A White Castle would bring the people into the city.
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2-15-2011 @9:30PM Doc said... I can rember when a White Castle burger sold for 12 cents. Unknown to most, they are really 100% beef. There are no other burgers, I have ever found, that compares to them. They are absolutely delicious especially when you've been out partying and they are the only thing open at 3:00 AM. The key to avoiding any "intestinal disturbances" is to be sure and chase the little burgers with one of their chocolate shakes.
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2-15-2011 @10:13PM Barbara said... I love W/C.Please bring them to South Carolina.
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2-15-2011 @9:55PM Doc said... Depends on how drunk or high you are!!!
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2-20-2011 @10:31PM millbelater said... I see that Milton finally got a date.
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2-16-2011 @9:30AM Cindy said... My boyfriend and I took our 5 kids to White Castles for Valentines Day in St. Louis and had a blast! It was a super fun experience. We had a waitress, roses on the table, balloons and they even rented a photo booth for the evening! We will definately be going back next year!
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2-23-2011 @4:58PM Blake said... That's pretty cute. It's good to not go over the top, Valentine’s day doesn't have to be anything special. White Castle is just the right amount of simple, but not quite sexy food. Were they all eating anphrodisiacs by mistake? http://foodiegossip.blogspot.com/2011/02/anti-valentines-day-food-avoid-sex-by.html?spref=bl
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