Krystal redesigns fast-food experience with prototypical Tuscaloosa restaurant
ATLANTA — August 8, 2018 — The Krystal Company announces the reopening of the Krystal restaurant located at 3710 McFarland Blvd., Tuscaloosa, Alabama after a complete “scrape and rebuild” that razed the existing building and replaced it with its new prototype. The redesigned restaurant, which is the first of its kind in Alabama, is scheduled to open for business on Monday, August 20 with a grand opening planned for Thursday, September 13. The project began on May 14, temporarily relocating existing employees to other Krystal locations and utilizing local contractors for the project.
“The retooled restaurant is part of a strategic initiative to adapt to changes in consumer behavior,” Krystal President and CEO Paul Macaluso explained. “We’re seeing more drive-through business, especially for late-night, with University of Alabama, Shelton State and Stillman students here in Tuscaloosa. 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. Macaluso expects to see a significant sales increase as a result of the McFarland Blvd. redesign.
Design elements include a vibrant color package, featuring crimson red in a nod to the Alabama Crimson Tide. 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 will participate in the Bama Cash program, accessed by the University-issued Action Card. With a pre-deposit of funds, students may use Bama Cash to eat at the McFarland Blvd. location, which is the first store in the system to have this feature. Participation requires an equipment investment, and Krystal hopes to expand this functionality to other locations near universities throughout the Southeast.
The company plans to scrape and rebuild 12 Krystal locations across Alabama, including at least five in Birmingham, over the next few years. Alabama is home to 52 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.
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
+1 (865) 599.9968