Krystal marks 80th anniversary with 25-cent burgers

 
Oct. 23, 2012

The Krystal Company will kick off its 80th anniversary Oct. 24 with parties at its 350 restaurants throughout the Southeast. On that day, from 11 a.m. to 1 p.m., Krystal will sell its signature burgers for 25 cents apiece (limit of six).

"Our founder's motto in 1932 was to provide customers the very best food at the lowest possible price, served in a spotlessly clean restaurant with quick and courteous service," said Doug Pendergast, Krystal president and CEO. "Today we celebrate 80 years of support from our employees, franchise partners and loyal customers. It may be our 80th birthday, but this party is truly for them. They are our past – and our future."

Krystal crowd sourced ideas through its Facebook page on how to celebrate its 80th anniversary. Some fans suggested offering the throwback 25-cent burger deal and the company opened up a poll to garner votes for that idea.

Polls opened Oct. 4 and closed Oct. 22 with more than 18,000 votes in favor of the 25-cent deal.

"Krystals for a quarter" day will launch a year-long celebration of the milestone anniversary. Throughout the next 12 months, Krystal, under new ownership and directed by a new executive team, will host numerous events and introduce changes, including an expansion strategy. Throughout the next five years, the company plans to open more than 150 new restaurants.

Krystal was purchased by private equity firm Argonne Capital Group in March.

"We are hard at work on the next generation of Krystal. We will not reinvent what has made us successful, but we will renovate our brand to make it relevant for the next 80 years," Pendergast said.

Krystal was launched in the midst of the Great Depression in downtown Chattanooga, Tenn. The company is in the process of relocating its headquarters to Atlanta, however it has reassured its Facebook fans that it will maintain an involvement in Chattanooga, writing:

"Our company is growing in very positive ways and we're looking forward to making the Krystal experience available to a lot more people. But in order to do this, our support team has to be accessible; and unfortunately, the Chattanooga Airport only provides direct flights to three of our markets. But, we're going to be VERY involved in our hometown. From a museum and restaurant in downtown to a number of special events throughout the year, you're going to be seeing a lot of Krystal and we hope to keep seeing all of you!"

Read more about marketing and promotions.


Topics: Burger/Steak/BBQ , Customer Service / Experience , Food & Beverage , Franchising & Growth , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management


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