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White Castle has opened a new technology-driven restaurant in Ohio that it believes will usher in a “new era of restaurant design.” The burger chain, famed for its iconic square sliders, said its new “Castle of Tomorrow” location in Columbus features an upgraded “robotic fry station assistant,” an AI-powered drive-thru system as well as “easy-to-use self-service kiosks”—additions which underscore its commitment to meeting ” the needs of modern diners and team members alike.” Newsweek has contacted White Castle via email for comment. Why It Matters With its “forward-thinking” revamp, White Castle joins other major chains that have aggressively incorporated tech and AI into the dining experience. Wendy’s says generative AI has helped shave seconds off customer wait times, Carl’s Jr. has implemented AI in its drive-thru systems to take orders and suggest add-ons, and McDonald’s in March announced plans to overhaul 43,000 restaurants with AI-powered technology to detect equipment issues and improve order accuracy. Experts believe such changes can smooth the ordering process and increase customer flows, but caution that some patrons may be offput by the less human dining experience. What To Know The new prototype restaurant, which opened earlier this month, is located on Alum Creek Drive in downtown Columbus. In its announcement, White Castle said the location had been designed with “both “Cravers”—the nickname for its loyal customers— “and team members in mind.” Featuring “the latest in restaurant technology,” the “Castle of Tomorrow” includes an upgraded version of “Flippy,” the robotic fry cook originally unveiled in 2020, and “Julia,” a new AI-powered drive-thru system named after Julia Joyce, a fictional spokesperson created in the 1930s to promote White Castle to middle-class women and families. White Castle said a human team member will remain available to assist customers, who also have the option to use self-service kiosks inside the restaurant. Additionally, the “Castle of Tomorrow” location has a redesigned interior with “higher ceilings, vibrant colors and a sleek, open layout.” A White Castle restaurant in shown on December 13, 2024 in Chicago, Illinois. (Photo by Scott Olson/Getty Images) Dipayan Biswas, professor of marketing at the University of South Florida, told Newsweek that incorporating tech into the dining experience as White Castle has done is a time-tested means of boosting profits. “Customers tend to be more indulgent when ordering through digital kiosks. So, based on trends observed with other restaurants, White Castle is likely to see higher sales of indulgent items (e.g., fries),” he said. “So, overall profitability is likely to go up with the kiosks.” What People Are Saying Jamie Richardson, vice president at White Castle, said: “This new Castle reflects the best of who we are—passionate about innovation, hospitality and our people. Every detail, from the kitchen layout to the mobile ordering experience, was thoughtfully designed to help our team members shine and to make every Craver’s visit more enjoyable and efficient. It’s the ‘Castle of tomorrow,’ built with the heart and soul that’s defined us for more than a century.” Marketing professor Dipayan Biswas told Newsweek: “Many customers prefer the traditional interactions with human employees and they feel uncomfortable interacting with an algorithmic service provider. However, there are other customers who prefer avoiding human interactions and instead prefer interacting with digital devices (such as kiosks).” “Any rebranding strategy is a risky endeavor with potential upsides as well as downsides,” he added. “On the upside, the rebranded White Castle might be perceived as a tech-savvy brand and might find greater appeal among younger consumers. On the other hand, this rebranding risks aliening White Castle’s core customer groups.” What Happens Next White Castle did not specify whether it would be adopting these changes at its roughly 350 restaurants nationwide, though Richardson said the rebrand was a celebration of “both where we’ve been and where we’re going.” Newsweek has inquired whether the company plans to roll out more “Castle of Tomorrow” locations.
