Plexure wins new fast food chain client in deal with US-based White Castle

Plexure wins new fast food chain client in deal with US-based White Castle

Mobile engagement platform expands further into US market

Craig Herbison (Plexure)

Craig Herbison (Plexure)

Credit: Supplied

NZX-listed Plexure Group has inked a new deal with United States’ fast-food burger chain White Castle, often hailed as America’s first fast-food chain.

Under the terms of agreement, Plexure’s platform will service all White Castle stores, optimising marketing capabilities on its mobile app.

White Castle has almost 400 restaurants located across 13 states. 

The win was evidence that Plexure was delivering on its strategy to on-board new partners and grow its US-based operation, the company told shareholders today.

“This collaboration is testament to our continued drive to deliver a suite of world-class products and enhanced levels of customer engagement,” said Plexure CEO Craig Herbison.

“We’re committed to helping White Castle activate mobile as a critical digital channel to its customers, to grow their value whilst enhancing the overall customer experience."

The deal will also add to Plexure’s revenue and user growth. 

For the full year ended 31 March 2019, Plexure’s revenue grew 44 per cent to NZ$16.9 million, and the company now has more than 128 million users globally on its platform.

"As a 98 year old family owned business with tremendously loyal fans, we’re excited about our partnership with Plexure and how this will empower us to have even more meaningful conversations with our current and future customers," said Kim Bartley, White Castle’s chief marketing officer.

Last month, Plexure launched Analytics Studio, an AI-powered analytics and visualisation tool embedded within its existing platform that allows marketers and decision makers to monitor their CRM goals, analyse data and personalise customer engagement.

Disclosure: Rob O'Neill owns a small parcel of Plexure shares.

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