Hmm, something seems odd.
SQL should be able to easily do "simple parameterization" -- the old name, "auto-parameterization", seems clearer to me -- on that query. That is, SQL should automatically convert the query to make the value in the WHERE clause a parameter so a shareable plan is created.
Are you changing the case (upper/lower) of the query each time?(??)
Or making some other noticeable change to the query each time?
SQL DBA,SQL Server MVP(07, 08, 09) "It's a dog-eat-dog world, and I'm wearing Milk-Bone underwear." "Norm", on "Cheers". Also from "Cheers", from "Carla": "You need to know 3 things about Tortelli men: Tortelli men draw women like flies; Tortelli men treat women like flies; Tortelli men's brains are in their flies".