Krystal Honors Its 90-Year Legacy by Bucking Modern Convention and Focusing on Old-School Service and Hospitality

By: Krystal Restaurants LLC | 0 Shares 174 Reads

December 12, 2024 // Franchising.com // ATLANTA – Krystal is embracing its roots while forging a bold comeback. Since its founding in 1932 in Chattanooga, Krystal has been synonymous with flavorful burgers, Southern hospitality and a sense of nostalgia.

As the brand reinvents itself under the leadership of Amanda Hyde, Senior Vice President of Operations, it is focusing on the fundamentals that made Krystal a household name. Hyde’s strategy centers on reinvesting in people, revamping processes and ensuring every guest interaction reflects the warmth and quality of Krystal’s legacy.

“Good Old-Fashioned Hospitality” Meets Modern Brand Updates

Hyde is steering Krystal’s revitalization by prioritizing human connection over modern tech-driven trends. “We’re not jumping on the AI or kiosk bandwagon,” Hyde explained. “Instead, we’re doubling down on what has made Krystal a beloved brand for over nine decades — quality service, warm hospitality and genuine human interaction.”

Krystal is making significant investments across the business, including:

Store Remodels: Krystal is testing fresh designs and reimagining its locations to better serve communities. A series of remodels across key markets will be completed by the end of year.
Menu Evolution: In tandem with the brand refresh, Krystal continues to refine its menu offerings to balance bold new flavors with fan-favorite classics.
Brand Modernization: From a logo refresh to updated packaging, Krystal is blending nostalgia with innovation, creating a modernized brand experience that resonates with both long-time fans and new generations.

A People-First Approach

Hyde’s leadership style focuses on transparency, collaboration and empowerment. Early in her tenure, she conducted an operations audit, meeting with GMs and team members to gain insight into what works and what doesn’t.

“We want our teams to feel ownership over our success,” Hyde said. “That means listening to their feedback and incorporating their decades of expertise into our decisions. We encourage teams to weigh in before we ask them to buy in.”

To support these efforts, Krystal has rolled out performance-based incentive programs and new training initiatives designed to empower employees while driving both personal and professional growth.

Looking Ahead

As part of its brand revitalization, Krystal’s WOW Hospitality Model, which emphasizes warm, welcoming and efficient service, will roll out systemwide in January 2025. The company has also reopened its dining rooms, inviting guests to reconnect with the Krystal experience.

“We want to be more than just a place for a quick meal — we want Krystal to be an integral part of people’s lives again,” said Hyde. “Krystal has been a part of Southern culture for nearly a century. By combining our rich history with modern updates, we’re reigniting our brand to ensure we resonate with our loyal guests while attracting the next generation of Krystal fans.”

Support from SPB Hospitality

Krystal’s comeback is supported by its parent company, SPB Hospitality, which provides critical resources like marketing, supply chain management, guest experience support and operations expertise.

“Amanda’s leadership and commitment to excellence are paving the way for a dynamic future at Krystal,” said Josh Kern, CEO of SPB Hospitality. “ With Amanda and her talented team in place, we’re proud to support this iconic brand as it continues to build on its 90-year legacy.”

SOURCE Krystal Restaurants LLC

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