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White Castle grew very quickly in the first few years; however, growth has slowed substantially over the years. “Gross sales in 1989 were less than 1 percent of the nation’s fast-food revenue” (McDonald, 1998). Throughout the years, White Castle has concentrated on its burgers, fries and drinks and has stayed away from offering a more diverse menu. Although White Castle has implemented an original marketing strategy which has helped distinguish the company from other fast food companies, consumer preferences have changed and White Castle must continually reconsider changing consumer tastes...
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