A BELOVED burger chain has opened its first restaurant in over 10 years – and 200 more are coming.
The comeback strategy is on for this once struggling chain, growing its 90 year history and bringing its flavors to more fans than ever.
Krystal has opened its first spot in Texas in more than 10 years, per the Daily Mail.
The chain is known for its rich cultural history, and of course, burgers.
Krystal dates all the way back to the Great Depression, after founders Rody Davenport Jr. and J. Glenn Sherrill opened the first one in Tennessee in 1932.
It was then thrust into cultural history after after a popular DJ ordered 100 sliders for him and Elvis Pressley to hand out to fans outside the restaurant in 1954.
Its famous guests include Jimmy Carter and Ronald Regan, too, leading to its burst in popularity.
The chain, known for its sliders and chili cheese pups, operates over 300 spots.
A NEW CHAPTER
Now, Krystal has brought itself back into the conversation once again with its first new location in over a decade.
Located in Tyler, it first started serving customers on April 15.
Those who like their burgers 24/7 are also going to be happy, too, as this is the first of its kind for Krystal.
The chain also plans to open 200 more in the next three to four years, with many in non-traditional locations.
These include places like travel centers, airports, and convenience stores, done as a way to capitalize on high foot traffic.
SPB Hospitality CEO Josh Kern, the owner of Krystal, said: “We’ll keep growing with traditional restaurants, but high-traffic hubs allow us more flexibility and efficiency.”
In fact, the new location is already a testament to this strategy, as you can find it inside the EZ Travel Center.
Highway 31 Food Service, the franchisee of the Tyler location, also plans to open more spots under the brand in Texas.
Jagtar Thethy with Highway 31 Foodservice added: “We see enormous potential in bringing Krystal to formats like this travel center.
“We’re optimistic about what’s ahead and seeing where this momentum takes us.”
PREVIOUS TROUBLE AT KRYSTAL
Krystal has faced its fair share of financial hardship recently, however.
The chain ahs filed for bankruptcy protection, the latest one being in January 2020 after amassing $100 million in debts.
But Krystal was rescued by Fortress Investment group, the owner of SPB Hospitality.
The acquisition helped sales bounce back at Krystal, and there are no plans for closures.
BRANDS HARD HIT BY BANKRUPTCIES
Many chains have struggled to adapt to a post-Covid retail landscape, with several companies filing for bankruptcy
JoAnn Fabrics and Crafts announced it would close all 800 stores after filing for bankruptcy twice in a year.
Hooters announced plans to file for Chapter 11 bankruptcy protection in February.
Liberated Brands announced that it would be closing all 122 retail locations for its boardsport fashion brands Quiksilver, Billabong, and Volcom.
Forever 21 shut down its headquarters after filing for bankruptcy and laying off 358 employees.
Macy’s announced major restructuring plans amid mass store closures.
Krystal has managed to steer clear of some of the issues facing larger chains.
This includes the value meal wars that have seen the sector scrambling for better consumer value.
But this doesn’t mean Krystal is caught in the past, as SPB has modernized some of its locations by adding digital meu boards and improvements to the drive-thru lanes.
KrystalKrystal has brought itself back into the conversation once again with its first new location in over a decade[/caption] KrystalThe chain also plans to open 200 more in the next three to four years, with many in non-traditional locations[/caption] Read More Details
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