Krystal debuts new to-go concept store this year
New prototype to emphasize off-premises business, brand equity
A new Krystal concept store will open in Atlanta, highlighting the to-go model, with interactive lighting emphasizing quick pick-up options. The prototype, which is situated within minutes of the slider-chain’s headquarters, will incorporate a more streamlined kitchen, as well as design elements that highlight the brand.
The restaurant will feature a grab-and-go pickup area and more efficient drive-thru. The Krystal prototype reflects a smaller footprint, which is part of a strategic move to augment off-premise services, and no dining room. Instead, customers will have the option of a walk-up window for ordering, plus a pickup area for online orders and third-party delivery, in addition to the drive-thru.
“Throughout the last year, we have built our reputation on offering hot, fast, and friendly service paired with our highly craveable menu items,” said Thomas Stager, Krystal Restaurants president. “The new prototype offers the stage for our teams to continue this legacy into the future of the brand, while staying current with the needs of customers.”
The Atlanta area quick-service chain’s chief, who came to Krystal a year ago to revitalize the chain, indicated Krystal aims to expand via franchising with these smaller-footprint restaurants.
“These earlier and later hours, increasingly important to a successful concept, are integral in our off-premise strategy,” said Stager. “Our newest design needs to reflect that trend.” He noted that the chain outperforms in the late-night-hour business and has done well in the breakfast daypart, exceeding expectations.
A team of executives, store managers and franchisees worked on delivering a streamlined kitchen layout to minimize footprint needed. Staff from the restaurant support team, including Tommy Mulkey, vice president of Real Estate and Construction, and Christie Cruz, vice president of Training & Operations Services collaborated with these stakeholders to produce a labor-efficient kitchen model.
“This new design will drive labor costs down and increase speed of service, which ultimately will provide a better experience to our guests,” said Mulkey.
Stager added, “The restaurant prototype speaks to our commitment to increasing efficiencies to serve our guests better while enabling franchise partners to maximize their investment.”
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