White Castle says it cold-called 550,000 past applicants from up to 4 years ago to fight the labor shortage
White Castleis emailing and texting applicants from as many as four years ago
- Chains are trying new methods to attract workers, like signing bonuses and drive-thru interviews.
- White Castle says it has relatively low turnover even as workers leave the industry.
Fast-food chains are getting inventive to deal with a tight labor market as sales surge.
White Castle cast a wide net, reaching out to 550,000 past applicants from as far back as 2017, vice president of marketing Jamie Richardson told Insider. The burger chain reached out through text and email, and about 32,000 of the potential workers were interested, The Wall Street Journal reported.
While White Castle declined to say how many of those messages lead to employment, "we're pleased with the overall result," Richardson told Insider. This was just one instance of the Ohio chain's efforts to reach prospective employees. "We've had to get more creative about reaching out," Richardson said.
The entire restaurant industry is struggling to hire and retain workers. The
White Castle hasn't dealt with increased turnover, unlike competitors, Richardson told Insider. Over 25% of workers have been with the company at least ten years, he said. Richardson attributed this low turnover, a rarity in the fast-food world, to a few key perks.
White Castle workers get paid every week, instead of every two weeks, a worthwhile benefit given that over 50% of workers live paycheck to paycheck. Workers can also eat anything on the menu for free, and come in off the clock and order food for 20% off.
Richardson says White Castle has made these benefits more prominent in messaging as it continues hiring. The strategy seems to be working - the number of
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