Goodbye Burger King: the United States has a new king of burgers

In the competitive U.S. fast food market, the battle between chains is more intense than ever. A brand with a long history and known for its sliders has decided to reclaim the spotlight. After years without opening new locations, Krystal announces an ambitious plan to launch more than 200 stores across the United States in the coming years.

The Return of an Iconic Brand

Krystal, founded in Tennessee in 1932, is famous for its small sliders and chili cheese pups. Its name was popularized by celebrities such as Elvis Presley, Jimmy Carter, and Ronald Reagan, who enjoyed its products. However, in the last decade, the chain was stagnant, with no new openings.

The reactivation began with the opening of a store in Tyler, Texas, on April 15. This store is Krystal's first to open 24 hours and is located inside a travel center, a strategic location to attract high-traffic customers. This launch marks only the beginning of an expansion that will lead the brand to open hundreds of new stores.

Strategy to Grow with Nostalgia and Modernity

The franchisee Highway 31 Food Service, responsible for the Tyler store, has plans to open more restaurants in Texas. Their vision is clear: to leverage the nostalgia that Krystal generates among customers, but with a format adapted to current times. The combination of convenience, accessibility, and a steady flow of visitors is the core of their model.

Despite having had a complicated path, the company has managed to reinvent itself. In January 2020, Krystal faced serious financial problems and filed for bankruptcy with a debt close to $100 million. However, after its acquisition by Fortress Investment Group, parent company of SPB Hospitality, its situation improved significantly.

Renewal and Competition in the Sector

Since changing hands, Krystal has improved its sales and doesn't plan to close stores. While many large chains have reduced their number of locations, Krystal is betting on transformation and sustained expansion. Part of that renewal includes modernizing its restaurants, with digital menus and improvements in drive-thru services.

Thus, the chain seeks not only to attract its loyal customers as always, but also new generations who seek speed and convenience. This resurgence marks a new stage for Krystal and presents a clear challenge to giants such as Burger King. The story of this iconic burger chain is far from over and promises to keep making headlines in the U.S. market.