White Castle's 35-Year Valentine's Day Tradition Continues to Delight Customers

The fast-food chain transforms its restaurants into 'love castles' for an intimate dining experience every February 14th.

Published on Feb. 14, 2026

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For the past 35 years, White Castle has invited customers to celebrate Valentine's Day with a special dinner at its restaurants, complete with candles, tablecloths, and attentive wait staff. What started as a small promotion in 1991 in just two cities has now grown to include 325 White Castle locations across the U.S. The affordable, nostalgic experience has become a cherished tradition for many, with some customers even getting engaged or announcing pregnancies during their White Castle Valentine's Day dinners.

Why it matters

White Castle's annual Valentine's Day promotion demonstrates the power of creating a unique, memorable experience for customers, even at a fast-food restaurant. By transforming its typical quick-service environment into a more intimate, romantic setting, White Castle has cultivated a loyal following of customers who look forward to this tradition year after year. This promotion also highlights how established brands can successfully adapt to changing consumer preferences and create new traditions that resonate with both new and longtime customers.

The details

Each participating White Castle location is given a budget to decorate with red balloons, garland, and flowers for the Valentine's Day dinner. Reservations are required and typically open in early January, with the company expecting to serve over 35,000 customers this year. The menu features White Castle's classic sliders, as well as popular sides like crinkle-cut fries, onion chips, and chicken rings. While the meal is affordable, costing around $20-$25 per couple, customers say the experience and memories are what keep them coming back year after year.

  • White Castle first launched its Valentine's Day dinner promotion in 1991, offering it only in St. Louis and Minneapolis.
  • In 2025, White Castle served around 32,000 customers for its Valentine's Day dinner.
  • This year, White Castle expects to serve more than 35,000 customers for its Valentine's Day dinner across 325 locations with dining rooms.

The players

White Castle

A fast-food restaurant chain known for its small, square hamburgers called 'sliders'. White Castle has been transforming its restaurants into 'love castles' for a special Valentine's Day dinner experience for the past 35 years.

Krystal Gray

A customer who has made the White Castle Valentine's Day dinner a tradition, having done it about 10 times. This year, she will bring a photo of her late mother to place on the table as a tribute.

Jamie Richardson

The chief marketing officer of White Castle, who says the Valentine's Day promotion is 'something our customers look forward to' and that 'many are repeat visitors on Valentine's Day'.

Ann Tubbs

A district supervisor of nine White Castle locations in the Detroit and mid-Michigan areas, who has seen customers announce pregnancies and get engaged during the Valentine's Day dinners.

Amy Richardson

A customer who has celebrated Valentine's Day at White Castle every year since 2012, bringing her three children and significant other to the affordable, nostalgic experience.

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What they’re saying

“That one day White Castle becomes love castle. It's something our customers look forward to. Many are repeat visitors on Valentine's Day.”

— Jamie Richardson, Chief Marketing Officer, White Castle

“I've had a couple who announced their pregnancy. We've had people come in with their children just to make those moments, and others who have gotten engaged.”

— Ann Tubbs, District Supervisor, White Castle

“I just like the simplicity of it all — sit there and spend time with each other. Sometimes, we can do too much and it goes overboard to the point where you can't really enjoy it — spending so much money.”

— Krystal Gray

What’s next

White Castle is expected to continue its annual Valentine's Day dinner promotion, with reservations for the 2027 event likely to open in early January.

The takeaway

White Castle's long-running Valentine's Day tradition demonstrates how even a fast-food chain can create a unique, memorable experience for customers by embracing the spirit of the holiday and transforming its restaurants into a more intimate, romantic setting. The affordable, nostalgic experience has cultivated a loyal following of customers who look forward to this tradition year after year.