Krystal redesigns fast-food experience in Atlanta with two prototypical restaurants
ATLANTA — February 12, 2018 — The Krystal Company announces the reopening of the Krystal restaurants located at 415 Moreland Ave. in Atlanta and 6405 Jonesboro Rd. in Morrow after complete “scrape and rebuilds” that razed the existing buildings and replaced them with new prototypes. The redesigned restaurants opened for business on the first week in February with grand openings planned for mid-March. The projects began in 2018, temporarily relocating existing employees to other Krystal locations and utilizing local contractors for the projects. The Atlanta location is 55 years old while the Morrow restaurant originally opened 41 years ago. Atlanta is Krystal’s largest market and home to its corporate headquarters.
“Atlanta is a core market for Krystal as we continue to revitalize our legacy brand,” CEO Paul Macaluso said. “We made conscious decisions to remain and rebuild on our original sites to continue Krystal’s over 40-year tradition of serving Atlanta from these iconic locations.”
The redesign is part of a strategic initiative to improve the dining experience for guests and adapt to changes in consumer behavior, according to Macaluso, who says Krystal is experiencing more drive-through business, especially for late-night and breakfast. These stores are the latest version of the “Iconic Series” prototype with expanded grill capacity to serve higher volumes at a faster pace.
Architecturally, the Moreland Ave. store features a metal open ceiling structure and is bigger than other prototypes to handle the anticipated increase in sales. Both stores have expanded kitchen and facilities layouts that maximize efficiency and employee awareness. Design elements include a vibrant color package highlighting the Krystal name in red, a heritage color for the brand, as well as local community graphics. The prototypes also feature energy saving components including LED lighting, recycled seating and minimal building materials. The buildings are square like Krystal’s famous burgers.
Atlanta is home to 62 Krystal restaurants, out of more than 350 across the Southeast (including franchises). Krystal plans to scrape and rebuild more locations in Atlanta and throughout Georgia over the next two years, with redesigns planned in 2019 for Griffin, Columbus, Covington and Conyers. Krystal opened a new store in Tifton in September 2018. Redesigned stores are generating sustained sales volume lifts of 70-80 percent with average staffing increases of 66 percent, and Macaluso expects comparable results in Atlanta.
Forty percent of Krystal restaurants are over 40 years old. The company will redesign 75-100 restaurants over the next five years, representing approximately 40 percent of Krystal’s corporate portfolio.
About The Krystal Company
Founded in Chattanooga, Tennessee, in 1932, The Krystal Company is the original quick-service restaurant chain in the South. Its hamburgers are still served fresh and hot off the grill on the iconic square bun at over 350 restaurants in 11 states. Krystal’s Atlanta-based Restaurant Support Center serves a team of 6,000 employees. For more information, visit krystal.com.
Laura Mansfield, APR
The Tombras Group
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