White Castle, a Columbus, Ohio-based family-owned hamburger chain operating for 98 years, has chosen Alliance Sales and Marketing and Burdette Beckmann as its brokers of record in the grocery/convenience and vending channels, respectively.
White Castle began offering its sliders in grocery stores, convenience stores and other retail outlets in 1987. Over the past four years, its retail products have outpaced the growth of the frozen snacks and appetizers category by four times, the company says, adding that these new strategic partnerships with Alliance Sales and Marketing and Burdette Beckmann will allow the company to sustain, and grow, that pace.
“White Castle has seen significant organic growth since our 2×2-inch sliders first launched in retail, but we haven’t changed our sales structure in 25 years,” said Tiffany Carreker, VP of retail sales at White Castle. “These new partnerships reflect a future-forward approach and will allow us to better serve our retail partners and ultimately the consumer.”
Alliance Sales and Marketing, headquartered in Charlotte, North Carolina, will serve as White Castle’s broker of record in the grocery and convenience channels.
“We’re very excited to partner with a premier brand and category leader like White Castle,” said Scott Anderson, CEO of Alliance Sales and Marketing. “We look forward to getting started with this new partnership and to growing distribution across the country through new partnerships and opportunities.”
Burdette Beckmann Inc., established in 1955 and based in Fort Lauderdale, Florida, focuses on representing snack and confectionary manufacturers through unique channels. It will serve as White Castle’s broker of record in the vending channel.
“White Castle is a brand that’s been pioneering the hamburger industry for nearly 100 years,” said Robert Taylor, president of Burdette Beckmann. “We’re thrilled at the opportunity to partner with the family-owned business and to create memorable moments for customers when they are on the go and need a convenient, but substantial snack.”
White Castle’s retail offerings include the Original Slider, Cheese Sliders, Jalapeno Cheese Sliders, Chicken Breast Sliders, Turkey and Smoked Cheddar Sliders, Veggie Sliders and Black Bean Sliders.