White Castle Beefs Up C-Store Offering

Partners with Alliance Sales & Marketing to grow frozen-food business
Photograph: Shutterstock

COLUMBUS, Ohio — White Castle has established two new national partnerships to serve the grocery and convenience channels with its frozen-food program.

Alliance Sales & Marketing and Burdette Beckmann will serve as White Castle’s brokers of record in the grocery and convenience channels and in the vending channel, respectively. The new partnerships will help White Castle fuel growth of its popular retail offerings, the fast-food hamburger chain said.

White Castle began offering its sliders in grocery stores, convenience stores and other retail outlets in 1987. Over the past four years, the family-owned business’ retail products have outpaced the growth of the frozen snacks and appetizers category by four times, it said. The strategic shift to Alliance Sales & Marketing and Burdette Beckmann will allow the company to invest more heavily in its distribution strategy to sustain and grow that pace.

“White Castle has seen significant organic growth since our 2-by-2-inch sliders first launched in retail, but we haven’t changed our sales structure in 25 years,” said Tiffany Carreker, vice president of retail sales for 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 & Marketing, Charlotte, N.C., is a nationwide food broker that grows grocery brands by tailoring its strategy to each brand’s unique story. As of May 31, the company is White Castle’s new 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 & 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., Appleton, Wis., is a sales agency focused on representing snack and confectionery manufacturers through unique channels. As of June 3, the company is White Castle’s new broker of record in the vending channel.

Columbus, Ohio-based 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.

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