White Castle's Laughing Noodle Wins Chain Store Age Award

New 'Brand in Brand' Concept Wins Casual Dining Award

News provided by

Mar 14, 2011, 02:36 ET

COLUMBUS, Ohio, March 14, 2011 /PRNewswire/ -- Laughing Noodle, a new restaurant under the White Castle brand, recently won Chain Store Age's "Casual Dining Award" in the 29th annual "Store of the Year Retail Design" competition. Chain Store Age, the leading publication serving the retail management industry, announced the winners of the competition earlier this month.

(Logo: http://photos.prnewswire.com/prnh/20030828/WHITECASTLELOGO )

Laughing Noodle serves innovative noodle dishes, soup bowls and fresh salads at family-friendly prices. The restaurant is owned and operated by White Castle System Inc. and is part of the company's three new brand-in-brand restaurants.

"White Castle is thrilled to be recognized for the Laughing Noodle concept," said Jamie Richardson, vice president of corporate and government relations. "So many people have worked very hard in developing this concept and others for the White Castle brand. It is a great way to start out our 90th birthday year."

The Columbus-based retail design firm Big Red Rooster partnered with White Castle in developing the creative branding behind the new brand-in-brand concept restaurants, including Laughing Noodle.

"The intent behind Laughing Noodle was to create a playful brand," said Vicki Eickelberger, vice president at Big Red Rooster. "We wanted to grow and support the White Castle brand with this new concept and include distinctive menu items all in a space that allows for a new type of diner to enjoy."

Big Red Rooster wanted to extend the appeal of the Laughing Noodle concept by starting with the name, logo and brand positioning to interplay with 90-year-old White Castle brand.

Eickelberger's team conceived the design and execution of Laughing Noodle and submitted its design entry to Chain Store Age.

Restaurants considered for the award were required to be single unit or chain stores that opened between October 31, 2009 and November 30, 2010. Architects, retailers and designers judged the competition.

Richardson said for a restaurant to only be open for two and a half months and win the "Casual Dining Design Award" is remarkable and certainly something that makes us smile.

About White Castle

White Castle is a family-owned business based in Columbus, Ohio that owns and operates more than 400 White Castle restaurants in 11 states. The company was founded in Wichita, Kansas in 1921 and was the first fast-food hamburger chain. All White Castle burgers are made from 100-percent USDA approved beef. For more information on White Castle, visit www.whitecastle.com.

SOURCE White Castle