Krystal Openings New Products
- QSR Magazine's
"Best in Drive-Thru 2007" study ranked Krystal
#1 in accuracy in the QSR hamburger category.
continued the extensive re-imaging of its restaurants both inside and outside, and at the end of 2007, more than half of its company-owned stores were re-imaged, including all units in Krystal's largest markets: Atlanta, Chattanooga, Nashville and Jacksonville, Fla.
- Krystal's new Dine-In, Drive-In and Drive-Thru restaurant concept was unveiled in Chattanooga.The state-of-the-art design features a 38-seat dining room, drive-thru and full-service drive-in with classic carhop service, in-your-vehicle Wi-Fi Internet access and a digital media board, complete with a LCD TV, positioned in front of each parking space.
- Limited-time products such as Krystal's Chik'N Stik'Ns
, which were promoted with free music downloads from Universal Music, drove incremental sales while sales of the company's popular Krystal Chik sandwich were boosted with new flavor introductions, including Buffalo Ranch
and Marinara Mozzarella
- In its fourth year, the Krystal
Square Off World Hamburger Eating Championship continued to generate national brand recognition for Krystal and was once again televised live to a nationwide audience on ESPNâ€"drawing twice the audience of ESPN's daypart average during the NFL season.
Already this year, Krystal
has followed up the successful introduction of its MilkQuake line with two new flavors, the Java Cream MilkQuake, which uses real Italian espresso flavoring, and the Chocolate-Covered Cherry MilkQuake, which blends real cherry flavoring with premium chocolate or vanilla ice cream topped with HERSHEY'S Magic ShellÂ®.The company plans to roll out between six to eight new limited-time MilkQuakes in 2008.
"Our guests are showing a lot of excitement for our MilkQuake line, and we'll continue to introduce new limited-time flavors throughout the year as well as new frozen drink options like our Krystal Freeze, which is set to rollout in mid-March."
On the operations front, Krystal
has recently launched the Production Master program, a counterpart to its Master Cashier program that is designed to increase the quality and consistency of food preparation and production.To become a production master, an employee must pass a series of comprehensive tests demonstrating his
knowledge of every aspect of production and preparation for all Krystal
In addition to the company's improvements to menu and operations, Krystal
is also moving forward with plans to expand its business through the development of company-owned stores both in heritage markets and in new markets.Krystal
plans to open a total of seven new company-owned restaurants in 2008, including three in San Antonio, Texas and one in Greenville, S.C.Approximately 60% of Krystal
's new company-owned restaurants will be opened in heritage markets.
CompanyFounded in 1932, Krystal
restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food.Krystal
has become a cultural icon and an experience that virtually every man, woman and child in the South has shared.