Operations

Krystal adopts operator-first playbook under restructured SPB leadership

Photo: SPB Hospitality

June 5, 2026

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Six months into his tenure, SPB Hospitality CEO G.J. Hart is sharpening the company's focus around an operator-first strategy that repositions QSR chain Krystal as a parallel business entity, according to a press release.

Under the new structure, Krystal and SPB operate as parallel businesses under one senior leadership team. This allows the Southern quick-service brand, founded in 1932, to execute its own segment-specific strategy while capitalizing on shared corporate scale and experience.

As part of this strategic alignment, Amanda Hyde has been elevated to chief operating officer of Krystal. Hyde is leading the brand by drawing on the "SPB Playbook," an operating framework centered on consistent execution, strong culture and disciplined growth. Her strategy is designed to reflect Krystal's distinct guest expectations and competitive quick-service environment.

"This isn't about reinventing anything," Hart said in the press release. "It's about getting back to what we know works and executing it better than we ever have. When you put the right operators in place and give them real ownership, you unlock what's already there."

The strategy includes extending SPB's "head coach" leadership model across the entire portfolio, including Krystal. The model shifts away from traditional general manager titles to emphasize accountability, team development and operational ownership, with the long-term goal of evolving into an operating partner structure.

The operational changes follow months of field research by Hart, who adjusted corporate support based on direct feedback from restaurant operators. Changes include streamlined reporting, enhanced team member benefits, and the rollout of goHappy, a frontline communication tool for restaurant teams.

Hart indicated that the renewed focus on culture and operational discipline has re-energized the business.

"I've been doing this a long time, and I can't remember having this much fun," Hart said. "That's important, because when our teams feel it, our guests do, too."

SPB Hospitality operates a diverse portfolio of full-service dining restaurants across 25 states. Its collection of brands includes Krystal, J. Alexander's, Stoney River Steakhouse & Grill, Chef Jose Garces' Amada, Village Whiskey, Okatshe, Rosa Blanca and Mesa Y Co. SPB Hospitality is a portfolio company of Fortress Investment Group.