News

Krystal's new look puts 'round-the-clock' service up front

April 5, 2017

Krystal today opened the first location featuring its new store design, as well as a frozen treat lineup that includes new additions such as hand-spun shakes and frozen caramel-mocha iced coffee. The exterior of the company's new Marietta, Georgia, store prominently features a retro, Krystal-emblazoned clock tower — an "in-your-face" reminder that the longtime chain serves customers around the clock, a news release said. 

The 80-year-old "square burger" chain has waited more than 10 years to launch a redesign and this one was created to connect the brand's past with its future. Besides the old-style clock tower, the new look includes an enhanced digital menu board, modern art, primary colors and LED lighting. 

"The Krystal team has worked to create an experience which marries our long history of quality and value to the dynamic, contemporary brand we represent today," Krystal Vice President of Construction and Development Brian Blosser said in a news release.  

The chain's new look is the result of roughly nine months of research with guests about their impressions of the Krystal, followed by brand development. The resulting "Davenport prototype" pays tribute to founding member, Rody Davenport Jr.

"We're planning on moving forward with the Davenport design in future locations, and replicating the anticipated success in select additional markets," Blosser said. "Our guests can look forward to enjoying classic and new favorites in an environment we truly believe reflects the best of our brand."