Krystal redesigns fast-food experience with prototypical Jackson restaurant
ATLANTA — August 7, 2018 — The Krystal Company announces the reopening of the Krystal restaurant located at 3875 Highway 80 West in Jackson, Mississippi after a complete “scrape and rebuild” that razed the existing building and replaced it with a new prototype. The redesigned restaurant, which is the first of its kind across Krystal’s 11-state footprint, is scheduled to open for business on Tuesday, August 21 with a grand opening planned for Friday, September 7. The project began on April 2, temporarily relocating existing employees to other Krystal locations and utilizing local contractors for the project.
“The redesign is part of a company-wide initiative to improve the dining experience for our guests and adapt to changes in consumer behavior,” Krystal President and CEO Paul Macaluso explained. “We’re seeing more drive-through business, especially for late-night and breakfast. The drive-through design is built for speed and serviceability with a single window, expanded work zone and double drive-lane.”
The “Davenport” prototype pays tribute to Rody Davenport, Jr., a Krystal founder, long revered for his commitment to quality food and the guest experience. The 1,788 square-foot restaurant is made of three primary building materials – wood, metal and stucco – for ease of construction. The new kitchen and facilities layout maximizes efficiency and employee awareness.
Design elements include a vibrant color package highlighting the Krystal name in red, a heritage color for Krystal. Architecturally, the building is both contemporary and nostalgic, with a full-glass front and a wood-framed open ceiling in the dining room. The building is square like Krystal’s famous burgers.
Krystal plans to scrape and rebuild Jackson’s Lakeland Drive and Ellis Avenue locations over the next 18 months. Jackson currently has 12 Krystal restaurants, out of 362 across the Southeast (including franchises). 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.
“Jackson is mission critical to Krystal,” Macaluso said. “It is a top-10 market in terms of performance. Our sales here are 25 percent higher on average than anywhere else in the system.”
Macaluso expects to see a significant sales increase as a result of the redesign.
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 362 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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