White Castle selects Plexure Group to strengthen US operations

22nd July 2019 (Last Updated July 22nd, 2019 15:39)

US-based fast-food hamburger chain White Castle has entered into an agreement with mobile engagement software company Plexure Group to strengthen its business in the country.

US-based fast-food hamburger chain White Castle has entered into an agreement with mobile engagement software company Plexure Group to strengthen its business in the country.

As part of the deal, Plexure will use its intelligent marketing platform to offer mobile engagement and loyalty capability to support the restaurant chain’s growth.

The deal adds new partners to the technology firm’s customer portfolio and increases its presence in the US.

According to Plexure Group CEO Craig Herbison, the deal is a result of the company’s refreshed focus and strengthened proposition.

Herbison added: “Plexure is delighted to partner with White Castle as a significant US customer and looks forward to powering its marketing efforts.

“This collaboration is testament to our continued drive to deliver a suite of world-class products and enhanced levels of customer engagement.

“We’re committed to helping White Castle activate mobile as a critical digital channel to its customers, to grow their value whilst enhancing the overall customer experience.”

In addition, Plexure expects that the latest partnership will contribute to strong revenue and user growth for the company.

The company reported a 44% growth in revenue to $11.4m for the full year ended 31 March 2019. It currently has more than 128 million users across more than 54 countries on its platform.

White Castle currently operates around 400 restaurants across 13 states of the US.

In April this year, the restaurant chain introduced the plant-based Impossible Slider recipe to all menus at its restaurants in the US.