Operations

Krystal building on legacy with new prototype

Krystal is building on its legacy by remodeling six restaurants in Georgia with the brand's new prototype designed to bring in new and returning customers.

Photo: Krystal

February 14, 2025 by Mandy Wolf Detwiler — Editor, Networld Media Group

Krystal, a 92-year-old Southern burger chain with 123 corporate and 156 franchise locations, is in the midst of a major rebranding effort.

From a modernized logo and vibrant color scheme to an expanded menu featuring items like the Smash'd & Stack'd burger and churro fries, the brand is aiming to attract new generations of customers while staying true to its legacy. It has remodeled six restaurants in Georgia with its new prototype design. Krystal is headquartered in Atlanta, Georgia, and Krystal's parent company, SPB Hospitality, is headquartered in Houston, Texas.

QSRweb reached out to Krystal's Vice President of Operations, Amanda Hyde, via an email interview to learn the motivations behind the rebrand, the design elements of the remodeled restaurants and the brand's plans for the future.

Q. What were the primary goals of this rebranding effort?

Hyde: Krystal has been a fan favorite for over 90 years, and this rebrand is about keeping that legacy alive while evolving to meet today's guests. We wanted to modernize the brand to stay relevant with current customers, attract new fans and ultimately drive more sales and traffic. At the same time, our restaurants are serving as test markets for new menu items, helping us fine-tune offerings based on real consumer interest.

Q. What specific changes were made to the brand identity?

Hyde: We've taken a bold approach to refresh Krystal's identity while staying true to our roots. Our color scheme is now more vibrant, making the Krystal logo pop with more energy. Over the past few years, we've refined our brand voice and messaging to stay relevant, focusing on craveability, quality and value.

Menu-wise, we've expanded beyond our signature sliders to introduce larger, heartier options like the Smash'd & Stack'd burger and Patty Melts, along with exciting new items like waffle sandwiches, churro fries and chicken nuggets. These additions give guests more variety while maintaining the handheld, indulgent experience Krystal is known for.

Q: Why was now the time to rebrand?

Hyde: Krystal turned 92 in 2024, and we're setting the foundation to be around for another 90 years and beyond. The 2022 merger with SPB gave us additional resources and stability, which led to a strong year in 2024 with positive comp sales. Now is the perfect time to build on that momentum and reintroduce Krystal to new generations of guests.

Q. How does the rebranding reflect the current market trends and consumer preferences?

Hyde: Today's consumers crave variety, not just in flavors but in how and when they eat. They're looking for flexible menu options beyond traditional meal times and we've embraced that by expanding our offerings. On the design front, trends are shifting toward bold, modern aesthetics that balance nostalgia with a fresh feel.

Our remodels reflect this by combining sleek updates with Krystal's signature heritage elements. Lastly, value is more important than ever. Guests want bold, craveable flavors at an affordable price, and that's something Krystal has always delivered — and will continue to do.

Q. What market research or customer feedback informed the rebranding decisions?

Hyde: We took a deep dive into feedback from every corner of the Krystal community. That meant working closely with longtime franchisees and operators who understand the brand inside and out, as well as gathering insights directly from our most loyal guests. The goal was to modernize Krystal while keeping the elements that people love most about us.

Q. What were the key design elements incorporated into the remodeled units?

Hyde: We made thoughtful updates to enhance the guest experience while staying true to Krystal's personality:

Digital menu boards for more flexibility, personalized promotions, and eye-catching food visuals.
A bolder, modern color scheme and LED lighting to create a more inviting atmosphere.
Interior designs that celebrate Krystal's history, showcasing iconic moments throughout the years.
A renewed focus on hospitality, including increased crew training and bringing back personalized dine-in meal service on trays.

Q. How have the remodeled units performed compared to the previous design?

Hyde: Early results are promising. We're tracking sales and traffic trends closely, and so far, feedback from guests has been overwhelmingly positive.

Q. What have been the biggest challenges in implementing the new design and operating the remodeled units?

Hyde: With any remodel, surprises come up — especially when working with older buildings. We discovered additional repair needs that extended some timelines, but the end result has been worth the effort. The updated units retain Krystal's signature aesthetic while bringing a fresh, modern look.

Q. What are the next steps for the rebranding rollout?

Hyde: We're keeping the momentum going with:

More remodels in 2025 to modernize additional locations.
Evaluating new menu items based on performance in test markets, with the best ones rolling out system-wide.
Launching Club Krystal this spring, a new loyalty program and app designed to enhance the digital experience and keep guests engaged.

Q. How does Krystal plan to maintain brand consistency across all locations, both remodeled and unremodeled?

Hyde: Consistency is key, whether a restaurant is remodeled or not. We're ensuring this through:

Ongoing training and communication, including newsletters, in-person sessions, and an online learning platform.
Twice-yearly brand standard reviews to keep every location aligned.
Clear creative and design guidelines to maintain a cohesive brand look and feel across all internal and external communications.
Collaboration with the broader SPB support team, ensuring all divisions are working toward the same goals.

Krystal has been a Southern icon for nearly a century, and this rebrand is setting us up for a strong, exciting future.

About Mandy Wolf Detwiler

Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.

An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.

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