PPB June 2021

MARKET SHARE White Castle Listens To Employees, Adds Durags To Uniforms The fast-food chain redesigns its employee uniforms for its 100th anniversary, adding branded durags (a close-fitting cloth cap) as part of employees’ attire, becoming the first-ever fast-food restaurant to do so. For employees, companies can use promotional products for a myriad of intents, from recognition and appreciation to incentives, on-boarding packages, gifting and brand unity. But when used as part of employee uniforms, specially curated products can also support and promote a company’s diversity, equity and inclusion efforts, as shown by a recent update to White Castle’s uniforms, and one that marks an important milestone in the fast-food industry. White Castle, which has 377 locations nationwide that are mostly concentrated in the Midwest and New York metropolitan area, wanted to update its uniforms to commemorate its 100th year in business. The company often surveys employees about their uniforms and found that many employees requested durags. BRANDABLE Denny’s Commemorates 4/20With Pancake Slipper Giveaway The fast-food chain released a limited-edition collection of 20 oversized, handmade pancake-shaped slippers given away to 19 lucky winners on Twitter—one was sold and the proceeds donated to an unnamed charity. The slippers, resembling the fullest stack of pancakes generously topped with butter and syrup, were something restaurant fans, shoe collectors and breakfast enthusiasts alike were eager to get their hands on. Or, rather, slip their feet into. The diner-style fast-food chain, known for its hearty breakfast selection—and with more than 1,700 restaurants worldwide—launched the specialty slippers, its P3000 Loungers, to give away as part of a Twitter campaign on April 20, the unofficial “holiday” for marijuana enthusiasts. All 20 pairs were hand-cut, sewn and assembled by maker Janelle Marie of Seams Come True, with help from designers Jon Pierce and Sara Beth; her process can be viewed on her Instagram page @seams.come.true. Each pair of P3000 Loungers contains 36 pieces of fabric, and the layers are made with quilt batting and fluffed with polyester fill stuffing. Brown organza was used for the “syrup” and stretch satin for the “butter,” and the Denny’s logo was hand-cut and ironed on with a heat press. Underneath an Instagram video posted by Janelle Marie, she describes the slippers as “good enough to eat (but please dont)” [sic]. Denny’s purposely conducted the one-day giveaway on April 20, celebrated in cannabis culture as “420.” The day’s significance dates back to 1971, when a group of five high school students attending San Rafael High School in San Rafael, California, created a secret code to communicate in school hallways about meeting afterschool at 4:20 pm to smoke marijuana. The code stuck, and it’s since became an offbeat holiday—and one that brands, such as Denny’s, can use to reach consumers. When asked why April 20, Denny’s released a statement that “it’s undoubtedly one of the most couch ‘potatoiest’ days of the year”—perhaps a hint at another slipper rendition that’s to come. The chain also gave away gift cards, along with a single pair of Nike Air Max 90 Bacon sneakers, which retail for $140, and a few of its branded hoodies known as “egg hoodies,” which are white and feature a yellow circle depicting a yolk on the front. continued on page 73 Alan Poulson Photography / Africa Studio / Sabelskaya / Shutterstock.com | JUNE 2021 | 71 THINK