What drives the deep craving for a White Castle burger? Why do “Cravers” wait in line for hours, even days, before the opening of a new location? And how has the 101-year-old, family-owned hamburger chain — the first in America — facilitated collabs with the likes of PUMA and Wu-Tang Clan? For chief marketing officer Lynn Blashford, it’s a marketing special sauce that drives the brand to reach new heights in quick service retail (QSR) locations in the Midwest and coast-to-coast go-to grocery markets. Lynn and Billy discuss the niche, nuanced definition of a “cult-like” brand, the importance of trial-and-error in building loyalty programs, and how White Castle has among the lowest employee turnover in the industry. A word for the wise before you start this episode: make sure you have a Crave Case nearby or a slider heating up in the microwave. You’ll definitely be craving one by the end of this delectable episode. Hot topics discussed:Bringing your brand to new, passionate consumers in other industriesEstablishing multi-generational brand loyalty Driving innovation through flat organizational structure, accessible leadership, and cross-functional collaborationHow White Castle was well-positioned to pivot to online ordering and address staffing shortages during the height of the pandemic

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