Krystal Honors Its 90-Year Legacy by Bucking Modern Convention and Focusing on Old-School Service and Hospitality 

SVP of Operations Amanda Hyde focuses on ‘People, Process and Purpose’ as iconic brand forges a comeback under parent company SPB Hospitality

ATLANTA (Dec. 11, 2024) – Krystal, the second-oldest fast food restaurant in the U.S. and the original home of the slider in the South, is embracing its roots while forging a bold comeback. Since its founding in 1932 in Chattanooga, Krystal has been synonymous with flavorful burgers, Southern hospitality and a sense of nostalgia. 

As the brand reinvents itself under the leadership of Amanda Hyde, Senior Vice President of Operations, it is focusing on the fundamentals that made Krystal a household name. Hyde’s strategy centers on reinvesting in people, revamping processes and ensuring every guest interaction reflects the warmth and quality of Krystal’s legacy.

“Good Old-Fashioned Hospitality” Meets Modern Brand Updates
Hyde is steering Krystal’s revitalization by prioritizing human connection over modern tech-driven trends. “We’re not jumping on the AI or kiosk bandwagon,” Hyde explained. “Instead, we’re doubling down on what has made Krystal a beloved brand for over nine decades — quality service, warm hospitality and genuine human interaction.”

Krystal is making significant investments across the business, including:

• Store Remodels: Krystal is testing fresh designs and reimagining its locations to better serve communities. A series of remodels across key markets will be completed by the end of year.
• Menu Evolution: In tandem with the brand refresh, Krystal continues to refine its menu offerings to balance bold new flavors with fan-favorite classics.
• Brand Modernization: From a logo refresh to updated packaging, Krystal is blending nostalgia with innovation, creating a modernized brand experience that resonates with both long-time fans and new generations.

These efforts are already yielding positive results. For three consecutive quarters, Krystal has seen a rise in same-store sales and a seasonal uptick in traffic trends.

A People-First Approach

Hyde’s leadership style focuses on transparency, collaboration and empowerment. Early in her tenure, she conducted an operations audit, meeting with GMs and team members to gain insight into what works and what doesn’t.

“We want our teams to feel ownership over our success,” Hyde said. “That means listening to their feedback and incorporating their decades of expertise into our decisions. We encourage teams to weigh in before we ask them to buy in.”

To support these efforts, Krystal has rolled out performance-based incentive programs and new training initiatives designed to empower employees while driving both personal and professional growth.

Looking Ahead

As part of its brand revitalization, Krystal’s WOW Hospitality Model, which emphasizes warm, welcoming and efficient service, will roll out systemwide in January 2025. The company has also reopened its dining rooms, inviting guests to reconnect with the Krystal experience.

“We want to be more than just a place for a quick meal — we want Krystal to be an integral part of people’s lives again,” said Hyde. “Krystal has been a part of Southern culture for nearly a century. By combining our rich history with modern updates, we’re reigniting our brand to ensure we resonate with our loyal guests while attracting the next generation of Krystal fans.”

Support from SPB Hospitality

Krystal’s comeback is supported by its parent company, SPB Hospitality, which provides critical resources like marketing, supply chain management, guest experience support and operations expertise. 

“Amanda’s leadership and commitment to excellence are paving the way for a dynamic future at Krystal,” said Josh Kern, CEO of SPB Hospitality. “ With Amanda and her talented team in place, we’re proud to support this iconic brand as it continues to build on its 90-year legacy.”

As Krystal reinvests in its team, its guests and its Southern roots, the brand is poised for a bright future as a cornerstone of quick-service dining.

For more information or to find your nearest location, visit krystal.com. Interested in franchising or potential refranchising acquisitions with Krystal? Contact Melissa Hodge at melissa.hodge@spbhospitality.com or visit krystalfranchising.com for more information.

About Krystal Restaurants LLC:
Headquartered in Atlanta, Georgia, Krystal Restaurants LLC is the original quick-service restaurant chain in the South. Krystal hamburgers have been served fresh and hot off the grill on the iconic square bun since 1932. The company proudly sticks to the classics, but they’ve never been afraid to innovate. Krystal has expanded to 10 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through unique menu items offered at a great price. In 2023, USA Today readers named Krystal the “Best Late-Night Fast Food” and in 2022 research and consulting firm Technomic ranked Krystal as one of the “Most Craveable Burgers.”

SPB Hospitality Sells Brewery and Specialty Brands to an affiliate of Kelly Companies of Southern California 

Transaction propels SPB’s strategic focus while enhancing Kelly’s diverse portfolio

HOUSTON (Dec. 10, 2024) – SPB Hospitality, a portfolio company of Fortress Investment Group and a leader in the restaurant industry, has finalized the sale of its brewery and specialty restaurants to an affiliate of Kelly Companies of Southern California. This strategic transaction sharpens SPB’s focus on its flagship brands—Krystal, Logan’s Roadhouse, Old Chicago Pizza & Taproom, J. Alexander’s, Stoney River Steakhouse and Grill, Amada Vino + Tapas and Village Whiskey—while enabling Kelly Companies to expand its reach with some of the most celebrated names in the brewery and specialty dining space.

The sale includes iconic brewery restaurants Rock Bottom Restaurant & Brewery, Gordon Biersch Brewery Restaurant, ChopHouse & Brewery, Ragtime Tavern and Seven Bridges Grille & Brewery. They will join Kelly’s diverse lineup of over 20 locations, including well-loved concepts such as Claim Jumper Steakhouse & Bar, Lucky Bastard Saloon, and Whiskey River Saloon.

“This marks a transformational chapter for SPB Hospitality as we double down on the growth of our flagship brands and the integration of our recently acquired concepts from Chef Jose Garces,” said Josh Kern, CEO of SPB Hospitality. “These breweries and specialty restaurants we’re transitioning to Kelly Companies have a rich heritage, and we are confident their team will build on this success and continue serving their communities with excellence.”

Kelly Companies views the acquisition as a chance to strengthen and deepen its portfolio while honoring the legacy of these iconic brands. 

“Adding these beloved brewery and specialty concepts is a perfect complement to our existing restaurants, allowing us to deliver even more unique and memorable dining experiences,” said Michael Kelly, CEO of Kelly Companies of Southern California. “We are committed to honoring their roots, nurturing their community connections and exploring opportunities for growth and innovation.”

This transaction encompasses 16 locations, including flagship and airport venues. Financial terms of the deal were not disclosed.

About SPB Hospitality

SPB Hospitality operates a diverse portfolio of quick-service and full-service dining restaurants across 35 states. Its brands include Krystal, Logan’s Roadhouse, Old Chicago Pizza & Taproom, and high-end concepts like J. Alexander’s and Stoney River Steakhouse & Grill, alongside Chef Jose Garces’ Amada and Village Whiskey. Visit SPBHospitality.com to learn more, or contact Melissa Hodge at melissa.hodge@spbhospitality.com for franchising opportunities.

About Fortress Investment Group LLC

Fortress Investment Group LLC is a leading, highly diversified global investment manager. Founded in 1998, Fortress manages $49 billion of assets under management as of September 30, 2024, on behalf of over 2,000 institutional clients and private investors worldwide across a range of credit and real estate, private equity and permanent capital investment strategies. To learn more, visit fortress.com. 

About Kelly Companies of Southern California

Kelly Companies of Southern California’s affiliates operate restaurant locations nationwide. Its eclectic portfolio includes Fox & Hound Bar + Grill, Craft Republic Bar & Grill, Lucky Bastard Saloon, and Whiskey River Saloon, among others. Known for delivering dynamic dining experiences, the group combines innovation with hospitality to bring people together over great food and atmosphere. Learn more at kellycompanies.com/restaurant-concepts.

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Charlamagne Tha God to Join Krystal for a Grand Opening in Orangeburg

Krystal’s fourth South Carolina location opens Dec. 9, with special grand opening event set for Dec. 20

ATLANTA (Dec. 6, 2024) – Krystal, the original home of the slider in the South, is heating up the Palmetto State with the help of power couple Charlamagne Tha God — one of America’s most influential media personalities — and his business partner and wife, Jessica Gadsden-McKelvey. Through a five-store partnership in South Carolina, Charlamagne is playing a key role in launching and promoting multiple new Krystal stores across the state. The new location at 1486 Chestnut St. in Orangeburg will open its doors on Dec. 9, with a grand celebration featuring Charlamagne on Dec. 20. 

Charlamagne Tha God shared his enthusiasm for the opening:

“Orangeburg is special to us because it’s the home of South Carolina State University, my mother’s alma mater, while my wife’s father is an alumni of Claflin University. I also have an honorary degree from SCSU, where I established the Ford Family Endowed Scholarship Fund, so it’s a blessing to continue this mission of providing opportunities and jobs to South Carolinians,” Charlamagne said. “It’s always an amazing feeling to come back and give back. I hope the community will enjoy my favorite eats from Krystal for years to come!”

Krystal’s newest location will officially open to the public on Dec. 9, giving customers the chance to score prizes ahead of the grand opening celebration later in the month. Guests who make at least five visits to the new location between Dec. 9 and Dec. 20, with a minimum $5 purchase per visit, will receive a punch card to redeem for limited-edition Krystal X Charlamagne Tha God merchandise. The Dec. 9 opening will feature festivities, including giveaways, and spin-the-wheel games to win free food and prizes.

During the grand opening celebration on Dec. 20, Charlamagne will be on site with the Orangeburg County Chamber of Commerce and city dignitaries, as well as cheer teams, mascots and marching band members from local schools. An official ribbon cutting will take place at 10:45 a.m.

The Orangeburg location will offer exclusive new menu items, featuring: 

• Smash’d & Stack’d – A juicy beef patty, melted Krystal Cheese, creamy mayo, tangy ketchup and crunchy pickles, all piled high on a soft, fresh bun
• Churro Fries – Golden, fried-to-perfection churros dusted in a cinnamon-sugar mix 
• Churro Milkshake –  Handspun milkshake with vanilla soft serve ice cream blended and topped with cinnamon-sugar churro pieces 
• Jumbo Chicken Tenders – Crispy on the outside and tender on the inside, these golden, lightly breaded tenders are made with 100% all-white meat chicken 
• Chicken Nuggets – Sauce ‘em up with your choice of Ranch, Honey Mustard, Barbeque or Buffalo Sauce
• Sausage or Bacon, Egg and Cheese Waffle Sandwich – Two fluffy waffles layered with a freshly cracked egg, a slice of melted Krystal cheese and a sausage patty
• Glazed Chik Waffle Sandwich – A crispy chicken patty between two fluffy waffles, drizzled with a sweet glaze
• Waffles With Syrup – Light, fluffy and perfectly crispy waffles served with a side of syrup to drizzle over each bite

“Charlamagne’s cultural impact speaks for itself, and bringing his energy to Krystal’s newest location is a game-changer,” said SPB Hospitality CEO Josh Kern. “This partnership is about more than just a restaurant — it’s about creating an environment where people can enjoy great food and celebrate local pride. We’re excited to be a part of this new chapter in Orangeburg and look forward to seeing its continued growth in the years to come.”

The new Krystal on Chesnut Street will be open seven days a week, welcoming guests 24 hours a day. Customers can enjoy the brand’s craveable menu items either in-store or through the convenient drive-thru.

For more information about the new Krystal location, visit krystal.com. Interested in franchising or potential refranchising acquisitions with Krystal? Contact Melissa Hodge at melissa.hodge@spbhospitality.com or visit krystalfranchising.com for more information.

About Krystal Restaurants LLC
Headquartered in Atlanta, Krystal Restaurants LLC is the original quick-service restaurant chain in the South. Krystal hamburgers have been served fresh and hot off the grill on the iconic square bun since 1932. The company proudly sticks to the classics, but they’ve never been afraid to innovate. Krystal has expanded to 10 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through unique menu items offered at a great price. In 2023, USA Today readers named Krystal the “Best Late-Night Fast Food” and in 2022 research and consulting firm Technomic ranked Krystal as one of the “Most Craveable Burgers.”