Candles and tablecloth at White Castle: How a Valentine’s Day tradition sprouted over 30 years ago and spread nationwide
Fortune
by Corey Williams, The Associated PressFebruary 14, 2026
AI-Generated Deep Dive Summary
White Castle’s Valentine’s Day tradition, which began as a quirky promotion in 1991, has grown into a beloved national event. Starting at two locations in St. Louis and Minneapolis, the campaign now includes 325 White Castles across the U.S., offering an intimate dining experience with candlelit tables, attentive service, and special decorations. This year, over 35,000 people are expected to celebrate at participating restaurants, with some diners even arriving in limousines or dressing up for the occasion. The promotion has become a cherished tradition for many, blending nostalgia with affordable pricing, making it an accessible alternative to more expensive dining options.
The success of White Castle’s Valentine’s Day promotion lies in its ability to create memorable moments for customers. Each location is given a budget for decorations, including red balloons, garland, and flowers, while reservations are required and open early each year. The chain has also capitalized on the emotional appeal of the event, with stories like Krystal Gray, who continues the tradition by bringing a photo of her late mother to her annual dinner. This personal touch highlights the significance of the promotion for customers, turning it into more than just a meal but a celebration of love and memories.
White Castle’s sliders, crinkle-cut fries, and soft drinks have long been crowd-pleasers, and the Valentine’s Day event adds an extra layer of charm with its romantic ambiance. The affordable pricing—around $20 for two people—makes it an attractive option for couples and families alike. Many diners appreciate the balance between nostalgia and affordability, with one customer noting that while other restaurants might frown on bringing young children, White Castle’s casual yet festive atmosphere makes it a kid-friendly destination.
For businesses, White Castle’s Valentine’s Day promotion serves as a prime example of how a creative, quirky idea can resonate with customers and drive growth. The chain has successfully leveraged word-of-mouth, repeat visits, and the emotional connection to tradition, turning an initial experiment into a nationwide phenomenon. This year marks another milestone for the promotion, as White Castle continues to outperform expectations, proving that love—and a little whimsy—can go a long way in business.
Verticals
businessfinance
Originally published on Fortune on 2/14/2026