Atlanta-based mini-burger giant Krystal is testing new store designs as part of a refresh of the popular chain.
The company has rolled out a prototype at 5140 South Cobb Drive in Cobb County that is reminiscent of the chain’s 1930s roots, with interiors featuring long service counters, an open kitchen design and diverse seating options like high-top chairs. The Cobb store’s exterior mixes contemporary touches with nostalgia in a white and red scheme.
“We opened up the kitchen to make it easier for customers to see the burgers coming off the grill,” said Krystal President and Chief Executive Office Doug Pendergast. “We changed the outside to get people to see that there’s something new and to say ‘give us a try.’”
Krystal, which moved its headquarters to Atlanta two years ago from its hometown of Chattanooga, has launched a growth plan that includes opening 150 new restaurants over the next four years and increasing revenues, Pendergast said.
Though the company is still testing different designs, Pendergast said a typical remodel of one of the company’s 350 company-owned and franchised restaurants would cost about $300,000, depending on the size and age of the location.
The hope is that newly designed stores will grow sales by double digits, Pendergast said.
“If that happens, the investment pays for itself pretty quickly,” he said.
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