Goodbye Burger King: A famous chain will open over 200 locations in the United States

This well-known chain of burger restaurants is determined to return to the forefront in the competitive U.S. market. After years without opening new establishments, the brand is making a strong bet on ambitious expansion. Its strategy includes unconventional locations and a renewed customer experience.

It is Krystal, a company with over 90 years of history and a deep cultural connection in the United States. Founded in 1932 in Tennessee, it was very famous for its sliders and chili cheese pups, attracting even personalities like Elvis Presley, Jimmy Carter, and Ronald Reagan. Now, after more than a decade without opening a new location, it has taken the first step toward a new era.

An expansion that marks a new direction

Krystal's revival began in Tyler, Texas, with the opening of a new location on April 15, the brand's first to be open 24 hours. Additionally, it is located within a travel center, which is a clear strategy to take advantage of high-traffic points. This is just the beginning, as the chain plans to open more than 200 new locations in the next three to four years.

The growth doesn't stop there; the franchisee Highway 31 Food Service, responsible for the Tyler location, has already announced that it will open more restaurants in Texas. They see a great opportunity in this type of format, which combines convenience with a steady flow of customers. The vision is clear: to leverage nostalgia for the brand but with a modern approach.

A complicated past, but a strong present

Krystal hasn't had an easy path in recent years; in January 2020, the company filed for bankruptcy protection after accumulating a debt of 100M euros. However, the situation turned around after being acquired by Fortress Investment Group, the parent company of SPB Hospitality. Since then, sales have improved, and there are no plans for closures, according to The Sun.

While other brands struggle to adapt to the post-pandemic world, Krystal has found its place. In contrast to giants that have closed hundreds of stores, this small chain has bet on sustained transformation. Everything indicates that they have learned from their mistakes and are ready to compete again.

Additionally, Krystal has begun to modernize its locations with digital menus and improvements in drive-thrus. This shows that the company hasn't just stayed in the past but seeks to attract both new customers and those who remember its flavors from decades ago. The story continues, and it seems we are just seeing the beginning.