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) Prosecutor James Blackburn, in closing argument in the Fatal Vision murders trial:
If in the future, you should cry a tear, cry one for them [the murder victims]. If in the future, you should say a prayer, say one for them. And if in the future, you should light a candle, light one for them.