In the crowded U.S. burger restaurant market, brands fight to keep the public's attention. While giants like McDonald's are closing locations, another chain is making a strong bet on expansion. Krystal, a classic with more than 90 years of history, is shining again with a renewed strategy.
The brand, born in Tennessee in 1932, was a cultural icon. Its famous sliders and chili cheese pups won over palates and celebrities, from Elvis Presley to Ronald Reagan. After years of pause, Krystal is starting a new phase with an ambitious growth plan.
Krystal's ambitious expansion marks a new direction
Krystal has taken a significant step with the opening of a location in Tyler, Texas, this past April 15. This restaurant is special, since it operates 24 hours a day and is located in a travel center, a strategic high-traffic spot. This format aims to attract travelers and locals, combining convenience with a renewed experience.
The chain isn't stopping there, as Highway 31 Food Service, the franchisee responsible for the new location, plans to open several more in Texas. The idea is to take advantage of formats that ensure a steady flow of customers, combining nostalgia with modernity. In total, Krystal intends to open more than 200 locations in the next three or four years.
A strong present after difficult times
Although the road hasn't been easy, Krystal is showing signs of recovery. In January 2020, the company filed for bankruptcy with a debt that exceeded $100 million. However, after its acquisition by Fortress Investment Group, parent company of SPB Hospitality, sales have rebounded and there are no plans to close.
At a time when many chains are reducing their presence, Krystal is choosing innovation. Its locations are being modernized with digital menus and self-service systems. The brand aims to attract both new customers and those who keep a special memory of its flavors.
This sustained transformation shows that Krystal is ready to compete again in the U.S. market. With a mix of tradition and modernity, this chain's story seems to be just beginning its new chapter.