White Castle Strikes Back at McDonald’s, Acquires Wunderkind to Spur Digital Transformation
New York, NY – April 1, 2019 – Today, White Castle announced an agreement to acquire Wunderkind, the industry leader in identification, personalization and triggered marketing.
In the wake of a similar move made by McDonalds in March, the recent trend of aggressive, albeit head-scratching, plays by established fast food chains continues.
“This new partnership presents so many opportunities. Imagine hyper-personalized burgers, ”Wunderkind co-founder and CEO Ryan Urban said. “Extra pickles? You got it. No pickles? You got it. The possibilities are endless. ”
Since its inception in 1921, White Castle has been an American favorite, and the acquisition of Wunderkind sets the stage for several short-term wins.
“We actually have no idea what we’re going to do with their technology, but if McDonald’s did it, it has to be a good move,” a White Castle spokesperson said. “We knew the moment we evaluated Wunderkind that we needed to take this top player off the market. We have the best sliders in the industry, and now we have the best software, too. ”
While, per company policy, exact financial terms of the deal cannot be disclosed, compensation will be comprised of cash, equity and burgers, with employees of Wunderkind set to receive coupons equal to a year’s worth of sliders and chicken rings.
To learn more about the new Wunderkind-White Castle brand, please visit www.wunderkind.co/blog.
Wunderkind is an international marketing technology solution that brings a “logged-in” experience to logged-out website visitors across all their devices. A category leader in device identity resolution, Wunderkind helps companies like Uniqlo, HelloFresh and Tribune Interactive orchestrate real-time, multichannel marketing programs customized for the individual behind each device. They’re best known for their impact on triggered email performance and website personalization. Happy April Fools.
About White Castle
White Castle, America’s first fast-food hamburger chain based in Columbus, Ohio, has been making Bold Moves ™ as a family-owned business for more than 96 years. Cravers on-the-go can access sweet deals and place a pick-up order any time in the official White Castle app (iTunes App Store or Google Play) or in the frozen aisle at a grocery store near you. www.whitecastle.com