Krystal’s new units boost sales 70%

The Krystal Co. said its razed and redesigned stores, such as the new Krystal built on Shallowford Road in Chattanooga last year, are generating sustained sales volume lifts of 70-80 percent. The redesigns are part of a company-wide initiative to improve the dining experience and adapt to changes in consumer behavior and the new units typically have 66 percent more staff than the units they replaced.

“The impact of the redesigned stores has exceeded our expectations,” Krystal President Paul Macaluso said. “Customers love the streamlined, efficient drive-through and the fresh look and feel of the new restaurants, which are also a magnet for recruiting and energizing employees.”

Krystal opened its first “Iconic Series” prototype restaurant, named after Krystal’s iconic burger and new abstract burger emblem used in both the exterior and interior design, in Jackson, Mississippi, in August 2018. Since then, the Atlanta-based restaurant chain has added similar units in Tifton, Georgia, Tuscaloosa, Alabama, Memphis and Chattanooga.