White Castle's Richardson Touts Success of the Impossible Burger

White Castle, a family-owned business nearing its 100th anniversary, has successfully integrated the Impossible Slider into its menu, significantly boosting sales and attracting a diverse customer base, including vegans and meat-eaters. Despite competition from larger chains like Burger King and McDonald's, White Castle maintains its market position through customer engagement and a robust supply chain. The brand's social media presence has also played a crucial role in connecting with millennials and keeping the brand relevant.

In what ways has the introduction of the impossible slider changed the perception of White Castle as a brand?

What role does social media play in White Castle's marketing strategy for the impossible slider?