Old-school burger chain serving square sliders in the southeastern United States is on the rise again after the recent bankruptcy filing.
Krystal, which has been around since 1932, filed for Chapter 11 bankruptcy protection in 2020 and looked outdated in several critical areas: delivery, digital platforms, and menu. Now the chain is back on an upward trajectory with a new store design and better food – even announcing its first new franchisee in 15 years.
Here’s what to expect from Krystal when you next visit. For more, check out 6 Beloved Burger Chains That Have Closed For Good.
The bankruptcy filing
The Atlanta-based chain was already in trouble before the pandemic started. The parent company filed for Chapter 11 bankruptcy protection in January 2020, citing reasons that indicated the chain was becoming obsolete amid fierce competition. The rise of online delivery platforms and changing consumer tastes have all made it difficult for the brand to thrive, and financial losses followed.
“The actions we are taking are designed to enable Krystal to build a stronger company for the future and to implement restructuring in a swift and efficient manner,” the company said in a statement at the time. “We are delighted to be ready to create a brighter future for the brand and to have the support of our stakeholders.”
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Improvements to the menu
Krystal quickly recognized the need for changes if the brand was to make a comeback, and made improvements to the menu. They innovated on their long-standing menu favorite Chik quite early in the chicken sandwich wars and created a Nashville Hot version of the crispy chicken slider.
The necklace too Launched Fresh Cracked Egg Biscuits on their breakfast menu, resulting in new egg sandwiches being offered during one of their busiest parts of the day.
But the most recent novelty for Krystal is the new fries. Just a few weeks ago the necklace announced it introduces improvements to the ubiquitous side with a new recipe for square-cut fries with a crispy coating.
Big growth plans
The chain has also invested in modernizing its business operations with: a smaller, more efficient restaurant design and improvements to his drive-thru functionality and delivery options. And with more than 300 restaurants in operation today, the chain plans to onboard more franchisees to drive the brand forward.
“We have room to grow in our current footprint and look to increase penetration in those markets as we expand into new markets,” said Alice Crowder, Krystal’s chief marketing officer, in a statement. recent interview. “The benefit for us is that the spirit of Krystal is something that everyone connects to.”
First new franchisee in 15 years
And the chain is already delivering on those plans to expand — with the onboarding of its first new franchisee in 15 years. Yates Hospitality Services, LLC will open its first Krystal location in Dublin, Georgia in October. The restaurant is located at 1624 Veterans Blvd. and wear all the beloved craveable classics that customers have come to love.
The newest location is in Dublin, GA. Yates Hospitality Services, LLC is the franchise partner taking this important step for the brand. The restaurant, located at 1624 Veterans Blvd., is expected to open in October 2021.
“It’s been over 15 years since a NEW franchisee opened a new Krystal, so this marks an incredibly exciting time for our organization and adds to the momentum we’ve built as part of our aggressive growth plans,” said Thomas Stager, Krystal Restaurants LLC president, in a press release.
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