Krystal adds to menu, launches “SquareTalk”

The Krystal Company has added Pimento Cheese Bites and Frozen Lemonhead Slushies to its menu as the 360unit restaurant chain rolls out what it calls its #SquareTalk campaign.

Krystal, which began in Chattanooga in 1932 , is offering the limited-time menu items this summer as part of an ongoing strategy to celebrate Krystal’s heritage and its 11-state Southeastern footprint.

Pimento Cheese Bites are made with sharp cheddar cheese, red bell peppers, milk, cream cheese, cayenne brined pimentos, garlic and onion. The bites are deep fried until golden brown and are available as a side with the new Pimento Cheese Krystal Meal, featuring three Pimento Cheese Krystals, fries and a drink for $3.99.

Krystal also is serving a new Lemonhead Slushie made with real Lemonhead candies. Prices for the new slushie vary by location, the company said.

Krystal recently partnered with The Tombras Group in Knoxvillle to create an unconventional advertising campaign to promote the Krystal Southern brand, which is famous for its small, square hamburgers. The restaurant chain is touting its #SquareTalk campaign with ads that promote consumers to “Live a Little” with Krystal.

“’Live A Little’ is a mindset and is at the very core of why people visit Krystal,” said Krystal Chief Marketing Officer Dominic Losacco. “#SquareTalk is more than a play on words about our iconic square burgers. It means Krystal gives it to you square and simple in a way that other quick serve restaurants can’t.”