Krystal redesigns fast-food experience at iconic Memphis restaurant
First-in-Tennessee Krystal opens at Elvis Presley Blvd. location
ATLANTA — November 8, 2018 — The Krystal Company announces the reopening of the Krystal restaurant located at 4395 Elvis Presley Blvd. in Memphis 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 in Tennessee, is scheduled to open for business on November 19 with a grand opening planned for Thursday, November 29. The project began on June 4, temporarily relocating existing employees to other Krystal locations and utilizing local contractors for the project. One of 19 Krystal locations in Memphis, the Elvis Presley Blvd. Krystal was originally built in 1968.
“Memphis is a core market for Krystal, and we’re looking to expand our presence here,” CEO Paul Macaluso said. “We made a conscious decision to remain and rebuild on our original site to continue Krystal’s 50-year tradition of serving Memphis from this iconic location.”
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. The enhanced drive-through design is built for speed and serviceability with a single window, expanded work zone and double drive-lane.
The new 1,788 square-foot restaurant replaces the previous 2,200 square-foot structure and is positioned for better visibility from the street. The 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 the brand, as well as local community graphics. Architecturally, the building is both contemporary and nostalgic, with a full-glass front, a wood-framed open ceiling and a community table in the dining room. The building is square like Krystal’s famous burgers, which were reportedly a favorite of Elvis Presley’s.
Krystal plans to scrape and rebuild 25 locations across Tennessee over the next two years, with redesigns planned in 2019 for Chattanooga, Knoxville, Nashville and at more locations in Memphis, which is a top-ten market for the company. Krystal opened a new store in Cordova earlier this year.
Tennessee is home to 97 Krystal restaurants, out of more than 350 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 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