Burger King receives a blow: Its rival makes a decision in the United States

Krystal, one of the most iconic fast-food chains in the United States, has decided to take a big step to regain its prominence. After years without opening new locations, the brand has announced its expansion plan, which includes opening more than 200 stores in the next three to four years. Its goal is to reposition itself in the competitive burger market, offering a renewed experience both in its products and customer service.

This move comes after a long wait: founded in 1932 in Tennessee, Krystal gained great popularity for its sliders and chili cheese pups, becoming a beloved brand. Throughout its history, Krystal has attracted figures like Elvis Presley, Jimmy Carter, and Ronald Reagan, although in recent years it had lost much ground. Now, with a new vision and focus, Krystal is determined to regain that lost shine.

A New Beginning in Texas

The first of these new openings took place in Tyler, Texas, on April 15, 2025: this location is especially significant because it is the first to operate 24 hours/day. Additionally, it is located within a travel center, reflecting Krystal's strategy to position itself in high-traffic areas. This decision to choose unconventional locations marks a clear intention to make its stores more accessible and convenient for customers.

This location is just the beginning of a series of planned openings, and the franchisee Highway 31 Food Service has already confirmed that it will open more restaurants in Texas. The chain sees great potential in this type of format, which combines convenience and high customer traffic. The goal is to leverage the nostalgia many feel for the brand while giving a modern and attractive twist to the experience.

A Complicated Past, but a Renewed Strength

Krystal hasn't had an easy path: in January 2020, the company was forced to file for bankruptcy protection after accumulating a debt of 100M euros. However, the situation turned around when it was acquired by Fortress Investment Group, the parent company of SPB Hospitality. Since that purchase, the chain has seen an improvement in its sales and has no plans to close more establishments.

Despite the obstacles, Krystal has managed to adapt to the new market environment. While other fast-food chains struggle to keep afloat in the post-pandemic world, Krystal has found its niche. The company has begun to modernize its locations, incorporating digital menus and improvements in drive-thrus, allowing it to compete with larger brands.

With this renewed focus, Krystal is ready to face the challenges of the future and, likely, regain a significant portion of the market it once dominated.