A Conversation With the Keeper of Crave With Jamie Richardson, Vice President of Marketing and Public Relations at White Castle

Jamie Richardson is the Vice President of Marketing and Public Relations at White Castle, and he’s been with the company for over two decades. Jamie’s craving for White Castle was nurtured while he worked on the J. Walter Thompson advertising agency team, where he also had assignments on a range of accounts like Domino’s Pizza and Carhartt Outdoor Apparel. In recent years, Jamie has led White Castle’s involvement in entertainment projects like Harold and Kumar Go to White Castle, Undercover Boss, Impractical Jokers, and he’s made over 50 national television appearances on behalf of White Castle. Jamie is frequently quoted in publications, including the Wall Street Journal, the New York Times, the Washington Post, and Forbes. In 2020, Jamie was appointed by Ohio Governor Mike DeWine to serve on the state’s Restaurant Advisory Group Board for restaurant recovery during the COVID pandemic. He has testified before the United States Congress to share perspectives on how proposed policies impact family businesses and restaurants.  What you’ll learn in this episode: How do you start a relationship with your customers? Can it be done with an app? Is your contribution to the conversation worth the customer’s time?  You’ve probably had a White Castle experience and may have seen some of its grocery store offerings. According to Jamie Richardson of White Castle, the brand’s popular products have become even more popular with the emergence of their app. Jamie says the app allows White Castle to have a conversation with its customer base, which they call “Craver Nation.” The app has really taken off over the past year and a half since many people have started using it. On this episode of From Persona to Personal, Roger Hurni welcomes Jamie Richardson, Vice President of Marketing and Public Relations at White Castle, for a conversation about the evolving relationship the 100-year-old brand maintains with its customers. They discuss the value of the app and how it allows White Castle to interact with its customers to cement their relationship with the brand.