Krystal redesigns fast-food experience in Mobile with new prototypical restaurant
ATLANTA — May 7, 2019 — The Krystal Company announces the reopening of the Krystal restaurant located at 475 Schillinger Road S. in Mobile, Alabama after a complete “scrape and rebuild” that razed the existing building and replaced it with a new prototype. The redesigned restaurant is the second of its kind in Alabama and reopened for business April 30. Krystal plans a grand reopening celebration on May 23. The project temporarily relocated existing employees to other Krystal locations and utilized local contractors for construction. The original restaurant opened in 1999 and is located near Mobile Regional Airport.
“The Mobile market is growing fast, and Krystal is upgrading our restaurant to keep pace,” said Paul Macaluso, Krystal president and CEO. “We made the decision to remain and rebuild on this site, because of our ongoing commitment to the local community.”
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-thru business, especially for late-night and breakfast. The Mobile store is the latest version of the “Iconic Series” prototype with additional grill capacity and double drive-thru lanes to serve higher volumes at a faster pace.
Architecturally, the restaurant features an expanded kitchen and facilities layout 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 Mobile prototype is square like Krystal’s famous burgers and was repositioned on its corner parcel of land to facilitate parking and streamline drive-thru traffic. A seasoned crew team that has serviced this market in the past is returning to the restaurant.
Alabama is home to 49 Krystal restaurants, out of more than 350 across the Southeast (including franchises). Recently redesigned stores in other markets are consistently generating sustained sales lifts of 60-70 percent with average staffing increases of 66 percent. Macaluso expects comparable results in Mobile. 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.
Macaluso recently announced that Krystal has generated positive same-store sales year to date, reversing a 33-month period of declining sales and profits.
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 7,500 employees. For more information, visit krystal.com.
Laura Mansfield, APR
The Tombras Group
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