State-Of-The-Art Krystal To Feature Innovative Design Elements and Exciting New Menu Choices

CHATTANOOGA, Tenn. – Krystal, the fast food icon famous for its fresh, hot, small, square hamburgers and big-taste menu items, breaks ground on its first restaurant in Brandenton, Fla. Set to open this winter, the state-of-the-art Krystal will be situated at 3180 First Street.

The state-of-the-art Krystal will showcase the company’s new sleek, stylish interior and modern design in addition to a full-service dine-in area, advanced drive-thru ordering technology, credit card and debit payment options, free Wi-Fi Internet access and Krystal’s delicious, new menu choices.

The franchise group, Diamante Foods, will operate the new Krystal in Bradenton. The company also operates three additional Krystal restaurants in the Tampa area and one more location in Ft. Lauderdale.

“We’re excited to help grow Krystal’s presence in Florida by bringing in a new Krystal restaurant that will feature an exciting new menu with big taste food items you can’t get anywhere else, all at an exceptional value,” said Jorge Berlingeri of Diamante Foods Franchise Group. “With the closest Krystal location being more than 30 miles away, we’re delighted to give Bradenton a Krystal all its own so that no Krystal craving goes unsatisfied.”

The fast food icon’s full line-up of signature products that are distinctive in size and shape, served fresh and hot off the grill will be offered at the new Krystal in Bradenton. Among these popular items includes the famous Krystal Hamburger, steamed with fresh onions and topped with mustard and a pickle; the Krystal Chik, made with 100% whole breast chicken filet and served on the famous small, square bun; the Krystal Pup, a Krystal-sized hot dog served with or without chili; and Breakfast Scramblers, a line-up of traditional plate breakfasts stacked smartly in a bowl and conveniently enjoyed scrambled up or layer by layer.

The restaurant’s menu will also contain a number of innovative beverage items that are a perfect complement to any Krystal meal. The newest menu addition is The Krystal Blitz, the industry’s first branded energy drink that comes made-to-order “Frozen” or “On The Rocks” in a refreshing Lemon Berry flavor. Krystal’s new line of MilkQuakes, real ice cream milkshakes made with premium, all-natural ingredients, and Krystal Freezes, the company’s new frozen slush drink made from pure-cane sugar and fruit flavorings, are just two more exciting new drink options guests can enjoy year round at the Bradenton Krystal.

The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal brand – and the great food, service, value and setting that it represents – has taken a prominent place in the South’s cultural landscape. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has nearly 385 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit the Krystal website.

Media Contact:
Brian Cooley
Wicked Public Relations
404.589.9888
cell: 404.316.7482
brian@wicked-pr.com

Kobayashi Is Krystal King Again; New “No Dunking Rule” Gives Kobayashi Edge Over Archrival Joey Chestnut, Claims 4th Krystal Square Off Title

Takeru Kobayashi Wins Krystal Square Off World Hamburger Eating Championship

CHATTANOOGA, TENN. – Japanese speed-eating legend Takeru Kobayashi defeated his arch-rival and reigning champ Joey Chestnut to reclaim the world hamburger eating title at the Krystal Square Off World Hamburger Eating Championship in Chattanooga, Tenn. The 31-year-old from Japan devoured 93 Krystal hamburgers in eight minutes, setting a world record under a new no-dunking rule established by The Krystal Company. Chestnut, of San Jose, Calif., finished second with 81.

Kobayashi’s victory over Chestnut today before a live televised audience and a crowd of more than 10,000 puts him back on top of the sport he brought into the American mainstream more than eight years ago, only to see his star fall the past three years after several high-profile losses, including a loss to Chestnut last year in Chattanooga.

“We knew today’s Krystal Square Off championship was going to be a battle for the ages with Kobayashi hoping to reclaim his glory and Chestnut defending his two-year reign as champ, and both eaters did not disappoint,” said Brad Wahl, vice president of marketing, The Krystal Company. “Kobayashi’s commanding win over Chestnut proved once again why he is the sport’s biggest star.”

“Kobayashi came into Chattanooga needing a win. He got it and then some,” said Richard Shea, president of Major League Eating, the governing body of all stomach-centric sports. “The 12 Krystal margin revives his rivalry with Joey Chestnut and caps what was a great Krystal Square Off season. At the end, Kobayashi seemed to hit his head on the ceiling of his own self worth; lucky for him the faux hawk provided cushion.”

Presented by The Krystal Company, the Krystal Square Off is the only world hamburger eating championship sanctioned by Major League Eating.

Kobayashi has now won the Krystal Square Off four of its six years. He pockets $20,000 for the victory, along with the coveted Krystal Square Off Champion’s Belt and Trophy made out of crystal. Chestnut earns $10,00 for his second place finish. Patrick Bertoletti, who finished third with 76, takes away $5,000. The remaining finalists receive payouts ranging from $3,000 to $500. The $50,000 total cash purse is the largest in competitive eating.

The Krystal Square Off introduced new rules this year that forced competitors to change their strategies. First, eaters were no longer allowed to dunk their hamburgers in liquid in an effort to eliminate “detritus” during the competition. Also new this year, every eater was given five Big Angus Burgers at the start of the competition in addition to their tray of Krystal hamburgers. Each Big Angus Burger consumed added five hamburgers to an eater’s total count.

The official results are as follows:

Takeru Kobayashi, Tokyo, Japan – 93 (68 Krystals, 5 Big Angus Burgers*)
Joey “Jaws” Chestnut, San Jose, Calif. – 81 (56 Krystals, 5 Big Angus Burgers)
Pat “Deep Dish” Bertoletti, Chicago, Ill. – 76 (51 Krystals, 5 Big Angus Burgers)
“Humble” Bob Shoudt, Philadelphia, Pa. – 71 (46 Krystals, 5 Big Angus Burgers)
Sonya “The Black Widow” Thomas, Alexandria, Va. – 65 (40 Krystals, 5 Big Angus Burgers)
Hall “Hoover” Hunt, Jacksonville, Fla. – 60 (35 Krystals, 5 Big Angus Burgers)
Tim “Eater X” Janus, New York, N.Y. – 59 (34 Krystals, 5 Big Angus Burgers)
Erik “The Red” Denmark, Seattle, Wash. – 58 (33 Krystals, 5 Big Angus Burgers)
Tim “Gravy” Brown, Chicago, Ill. – 52 (27 Krystals, 5 Big Angus Burgers)
Jim “Buffalo” Reeves – 50 (25 Krystals, 5 Big Angus Burgers)
Eric “Badlands” Booker, Long Island, N.Y. – 47 (22 Krystals, 5 Big Angus Burgers)
Tyler Allen, Chattanooga, TN – 8 (8 Krystals, 0 Big Angus Burgers)

* Each Big Angus Burger equals five Krystal hamburgers

Krystal has been hosting eating contests ever since it first opened its doors in 1932. Indeed, Krystal’s second customer, Roy Ward, claimed he could eat twice as many Krystals as French Jenkins, the chain’s first customer. He did just that by eating 12 Krystals, and according to legend invented the famous Krystal Sackful in the process. The years have passed, but Krystal Lovers have never stopped challenging each other to Krystal Eating Contests. This longstanding tradition became official in 2004 with the first Krystal Square Off World Hamburger Eating Championship.

THE KRYSTAL COMPANY

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. Nearly everyone in the region has a Krystal memory. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has more than 385 restaurants in 11 states. For more information, visit the Krystal website.

Media Contact:
Brian Cooley
Wicked Public Relations
404.589.9888
cell: 404.316.7482
brian@wicked-pr.com

Joey Chestnut, Takeru Kobayashi, Patrick Bertoletti and all of the world’s top gustatory athletes to square off for the largest cash purse in competitive eating history, a whopping $50,000

CHATTANOOGA, Tenn. – The biggest names in the sport of competitive eating will go head-to-head and bite-for-bite live on SportSouth this Sunday, Sept. 27, at the Krystal Square Off VI World Hamburger Eating Championship in Chattanooga, Tenn. Among the eaters set to battle for the $50,000 cash prize purse include defending Krystal Square Off champion Joey “Jaws” Chestnut, three-time Krystal Square Off winner Takeru Kobayashi, the second-ranked eater in the world Patrick “Deep Dish” Bertoletti and nine other masters of mastication.

The 60-minute special event coverage will air live on SportSouth starting at 2 p.m. and include behind-the-scenes footage with the eaters, exclusive interviews and the main championship event featuring top gustatory athletes tackling the famous Krystal Burger, and for the first time ever, the Krystal Big Angus Burger, a two-handed, all-Angus beef burger. Also new this year is a “No Dunking” rule, making this year’s event the most thrilling and talked about contest in Major League Eating. The contest will also re-air immediately after the Atlanta Braves game on Sunday, Sept. 27 on FOX Sports South.

“Krystal Square Off VI is the biggest event in Major League Eating this year with all of the biggest names competing for the largest cash purse in the sport’s history, and we’re excited to have the championship televised live on SportSouth, providing eating fans the best coverage possible,” said Brad Wahl, vice president of marketing, The Krystal Company. “The new ‘No Dunking’ rule and the introduction of the Big Angus Burgers have drastically altered the face of the competition and will add an exciting twist to the finals that Krystal fans won’t want to miss.”

At last year’s Krystal Square Off V World Hamburger Eating Championship, Joey Chestnut defended his world title by eating 93 Krystal Burgers in eight minutes, leaving Patrick Bertoletti with a second place prize and easily defeating the legendary Takeru Kobayashi, who finished in a disappointing third. With the new rules in place, Chestnut will face his most difficult challenge yet. This year’s showdown is expected to draw more than 10,000 spectators to downtown Chattanooga to witness the event live and see if the new Big Angus Burger and “No Dunking” policy give way to a new Krystal Square Off champion.

The winner of Krystal Square Off VI will walk away with $20,000 and the coveted Krystal Square Off Champion’s Belt and Trophy made out of crystal. The runner-up and third place finisher will each take home $10,000 and $5,000, respectively, and the remaining finalists will receive payouts ranging from $3,000 to $500.

Presented by Krystal’s new, great-tasting Krystal Blitz energy drink, The Krystal Square Off VI World Hamburger Eating Championship will feature 12 finalists on Sept. 27 in Chattanooga. Seven of the 12 spots will consist of winners from the Qualifying tour. Joey Chestnut, as defending champ, earns an automatic seat to the final in Chattanooga. As three-time world champ of the Krystal Square Off, Takeru Kobayashi has earned a Krystal Blitz sponsor’s exemption giving him an automatic seat at the final table as well. Two “Wild Card” spots will go to the two best scores posted by eaters who did not win a Qualifier. Finally, the 12th spot will go to a competitive eating fan picked from the crowd on Sept. 27.

The 11 finalists for Krystal Square Off VI (Name – Hometown – No. of Krystal Burger Points at Qualifier):

• Joey “Jaws” Chestnut, San Jose, Calif. (Automatic seat as defending champ)
• Takeru Kobayashi, Tokyo, Japan (Automatic seat as three-time KSO Champion)
• Pat “Deep Dish” Bertoletti, Chicago, Ill. (67 Krystal Burger Points in Chattanooga)
• “Humble” Bob Shoudt, Philadelphia, Pa. (66 Krystal Burger Points in Atlanta)
• Hall “Hoover” Hunt, Jacksonville, Fla. (65 Krystal Burger Points in Jacksonville)
• Sonya “The Black Widow” Thomas, Alexandria, Va. (64 Krystal Burger Points in San Antonio)
• Tim “Eater X” Janus, New York, N.Y. (55 Krystals in Knoxville)
• Tim “Gravy” Brown, Chicago, Ill. (54 Krystals in Nashville)
• Eric “Badlands” Booker, Long Island, N.Y. (51 Krystal Burger Points in Birmingham)
• Erik “The Red” Denmark, Seattle, Wash. (55 Krystal Burger Points in San Antonio – Wild Card)
• Jim “Buffalo” Reeves, (50 Krystal Burger Points in Nashville – Wild Card)

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Media Contact:
Brian Cooley
Wicked PR
404.589.9888
cell: 404.316.7482
brian [at] wicked-pr.com

New Company-Owned Krystal located at 9116 Baymeadows Rd. To Feature Modern Design and Exciting New Menu Choices

CHATTANOOGA, Tenn. – The Krystal Company announced today that it will open a brand new, company-owned Krystal restaurant in Jacksonville, Fla. on Wednesday, Sept. 23 at 6:00 a.m. Located at 9116 Baymeadows Rd., the restaurant joins more than 25 additional Krystal locations in the Jacksonville market and will be the first to enter the Bay Meadows area to better serve Krystal Lovers in Duval County.

The state-of-the-art Krystal will showcase the company’s new sleek, stylish interior and modern design in addition to a full-service dine-in area, advanced drive-thru ordering technology, credit card and debit payment options, free Wi-Fi Internet access and Krystal’s delicious, new menu choices.

“We’re thrilled to grow Krystal’s presence in Jacksonville by bringing a new, corporate-owned restaurant to the area,” said Fred Exum, chief executive officer, The Krystal Company. “The new location will feature exciting, new product offerings and be designed to serve up great food and great hospitality to our guests while providing an extraordinary value—not just in price but also in quality.”

The new Jacksonville Krystal will offer the fast food icon’s signature products that are distinctive in size and shape, served fresh, hot-off-the-grill and perfect for anytime of the day. Among these popular items includes the Famous Krystal, steamed with fresh onions and topped with mustard and a pickle; the Krystal Chik, made with 100% whole breast chicken filet and served on the famous small, square bun; the Krystal Pup, a Krystal-sized hot dog served with or without chili; and Breakfast Scramblers, a line-up of traditional plate breakfasts stacked smartly in a bowl and conveniently enjoyed scrambled up or layer by layer.

The restaurant’s menu will also contain a number of innovative beverage items that are a perfect complement to any Krystal meal. The newest menu addition is The Krystal Blitz, the industry’s first branded energy drink that comes made-to-order “Frozen” or “On The Rocks” in a refreshing Lemon Berry flavor. Krystal’s new line of MilkQuakes, real ice cream milkshakes made with premium, all-natural ingredients, and Krystal Freezes, the company’s new frozen slush drink made from pure-cane sugar and fruit flavorings, are just two more exciting new drink options guests can enjoy year round at the Jacksonville Krystal.

Guests dining in at the new Krystal will enjoy a refreshing, efficient design that pays tribute to the traditional Krystal look while showcasing the company’s modern, new image. The interior spaces are bright and shiny, harking back to Krystal’s heritage with white tile, chrome, shiny stainless steel, and very clean, contemporary appearances. Additional design elements will include in-store digital menu boards that display animated food photography and meal options that change by day part along with a number of exterior updates as well.

The expansion into Jacksonville is the latest move in the company’s plans to grow its business through the development of company-owned stores, both in heritage markets and in new markets across the South.

About The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has 385 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.krystal.com.

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Media Contact:
Brian Cooley
Wicked PR
404.589.9888
cell: 404.316.7482
brian [at] wicked-pr.com

Krystal engages guests on Facebook, Twitter, Flickr and You Tube as it gives away free coupons for its new branded energy drink, the Krystal Blitz

CHATTANOOGA, Tenn. -  Energy drink fans looking to get their hands on an icy cold, refreshing Krystal Blitz are in luck as The Krystal Company announced today it is rolling out a free online offer for its new branded energy drink beginning this August 10 through August 17. But guests will have to be quick with their computer mouse to get in on the action.

The weeklong social media campaign will require guests to stay tuned to Krystal’s Facebook, Twitter, Flickr and YouTube pages to discover specific web addresses that contain the required coupon. Each web page containing the free Krystal Blitz offer will remain live only temporarily, and once the page disappears, guests will have to stay tuned for the web address to the next coupon posted. Guests will be able to share the coupon’s web page directly with their friends by posting the most current link to their Facebook wall or via Twitter.

Each printable coupon will be valid for a free 20-ounce Krystal Blitz, served either “On The Rocks” or “Frozen” ($1.99 and $2.49, respectively), and can be used immediately that day and up through the end of the next day.

“We’re excited to once again engage our very active online audience with a fun Krystal Blitz campaign that allows guests to enjoy our new, great-tasting and uplifting energy drink for free,” said Brad Wahl, vice president of marketing, The Krystal Company. “This is just one of the many ways we’re showing appreciation to all of our loyal Krystal Lovers online.”

Sources for clues to the web address of the most current offer will vary throughout the day and week, thus guests must be active on all of Krystal’s social media sites to receive the most opportunities for a free Blitz coupon. For example, Krystal may first tell its Facebook friends to visit Krystal’s Twitter account, @Krystalist, to discover a link to a Flickr photo that shows the unique web address for the most current Blitz coupon.

The quick service industry’s first ever branded energy drink, the Krystal Blitz is available now in Krystal restaurants systemwide. Served in a full, 20-ounce cup, the Krystal Blitz is available “On the Rocks” for a suggested price of $1.99 and “Frozen” for $2.49, with both options featuring a great-tasting Lemon Berry flavor. The Krystal Blitz is made with premium Monin® syrups and formulated with a special blend of natural ingredients and enhancements, including Taurine, Guarana, Green Tea Extract and caffeine.

About The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has 384 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.krystal.com.

###

Media Contact:
Brian Cooley
Wicked PR
404.589.9888
cell: 404.316.7482
brian [at] wicked-pr.com

“Big Angus Burger Points” and “No Dunking” Rule To Make Krystal Square Off VI The Most Thrilling Competition In Competitive Eating History

CHATTANOOGA, Tenn. – The Krystal Company is shaking up the sport of competitive eating with two new rule changes that will drastically alter the face of the competition at this year’s Krystal Square Off VI World Hamburger Eating Championship and make this year’s event the most thrilling and talked about contest in Major League Eating history.

Big Angus Burgers will add a whole new dimension to this year's Krystal Square Off World Hamburger Eating Championship.

Big Angus Burgers will add a whole new dimension to this year's Krystal Square Off World Hamburger Eating Championship.

For the first time in the event’s six-year history, the top gustatory athletes in the world, including Joey Chestnut, Takeru Kobayashi and Pat “Deep Dish” Bertoletti, will see more than the fresh, hot, small, square Krystal hamburger on their plates. This year the famous Krystal is sharing the stage with the company’s new Big Angus Burger, a two-handed hamburger featuring 100% all-angus beef served on a super soft bun. Every eater will be given five Big Angus Burgers at the start of the competition in addition to their tray of Krystals. Each Big Angus Burger consumed will add five hamburgers to an eater’s total count.

“Think of it like a three point shot in basketball, except instead of three points you get five and instead of shooting a ball through a net you get to eat Krystal’s delicious all-angus big burgers,” shared Brad Wahl, vice president of marketing, The Krystal Company. “And much like the way the three-point shot revolutionized the game of basketball, the Big Angus Burger Points will dramatically change the way eaters approach our contest from a strategic level.”

The second major change to this year’s competition has been the subject of much speculation during the off season, and today Krystal has confirmed that it will no longer allow the dunking of hamburgers in any liquid prior to consumption. The announcement makes the Krystal Square Off the first major in the sport of eating to implement a “No Dunking” rule. Competitors will still be allowed to wash hamburgers down by drinking a liquid of their choice contained in cups supplied by Krystal.

“We’ve thought long and hard during the off season about implementing a ‘no dunking’ rule, and it simply makes sense from an integrity and competitive standpoint and for historical reasons,” explained Brad Wahl, vice president of marketing, The Krystal Company.

“First, the rule is necessary to preserve the integrity of the hamburgers during contests thus limiting ‘detritus’ or burger debris,” said Wahl. “Most importantly though, it restores the great tradition of Krystal eating contests going back for more than 76 years, where eaters consumed their hamburgers hot and fresh and not soaking wet.”

In fact, when the first Krystal contest was held in 1932 between French Jenkins and Roy Ward, the competitors did not dunk their burgers; they actually washed them down with a hot cup of coffee.

The Krystal Square Off VI World Hamburger Eating Championship officially kicks off August 22, 2009, with the first of seven qualifying events held across the South. The championship event takes place on September 27 in downtown Chattanooga, Tenn., where the top-ranked eater in the world Joey Chestnut will seek to three-peat as champion and the once-great Takeru Kobayashi will attempt to return to his former glory with a victory.

For more details on Krystal Square Off VI, including dates and cities, visit KrystalSquareOff.com.

# # #

Media Contact:
Brian Cooley
Wicked PR
404.589.9888
cell: 404.316.7482
brian [at] wicked-pr.com

Krystal Returns to Panama City Area with New Company-Owned Restaurant Featuring a Sleek, Spacious Design and Expanded Menu

CHATTANOOGA, Tenn. – The Krystal Company announced today that its new, company-owned Krystal restaurant in Panama City Beach, Fla. will officially open its doors at 6:00 a.m. on Friday, July 24. Located at 9958 Hutchison Blvd, the restaurant will feature advanced drive-thru ordering technology, credit card and debit payment options, free Wi-Fi Internet access, a sleek, stylish dining area and the company’s complete line-up of signature menu items along with exciting, new menu choices.

“We are thrilled to finally open a brand new Krystal showcasing our updated sleek and spacious design developed to better accommodate our Panama City Beach guests,” said Fred Exum, chief executive officer, The Krystal Company. “Along with our signature menu items, the new Krystal will feature all of our exciting new menu options, including our two-handed Big Angus Burgers and new line-up of premium MilkQuakes and Freezes. Whether it’s breakfast, lunch, dinner or snack time, guests can expect a great variety of menu choices served up with great hospitality, all at an unbeatable price.”

Just in time for summer, The new Krystal in Panama City Beach will highlight some of the fast food icon’s new menu items that are sure to cool guests down while temperatures heat up. Krystal Freezes, the company’s new frozen slush drink featuring pure-cane sugar and natural flavorings, and MilkQuakes, a new line of real ice cream milkshakes made with premium, all-natural ingredients, are just a few of the refreshing options for guests during the hot summer months.

The restaurant will also offer its full line-up of signature products that are distinctive in size and shape, delivered fresh and perfect for anytime of the day. Among these popular items includes the famous Krystal Hamburger, served hot off the grill with fresh onions and topped with mustard and a pickle; the Krystal Chik, made with 100% whole breast chicken filet and served on the famous small, square bun; the Krystal Pup, a Krystal-sized hot dog served with or without chili; and Breakfast Scramblers, a line-up of traditional plate breakfasts stacked smartly in a bowl and conveniently enjoyed scrambled up or layer by layer.

And for a limited time only, Krystal’s $5 Value Meal will be featured at the Panama City Beach restaurant and include One Big Angus Burger, two Krystal Burgers, fries and a medium beverage. This special offer complements Krystal’s entire line of Big Angus Burgers, which are available year round. All of Krystal’s Big Angus Burger options come made to order with 100% Angus beef and topped with grape tomatoes, lettuce and cheese, all served as a basket meal with fries and a drink.

Guests dining in at the new Krystal will enjoy a fresh interior design that pays tribute to the traditional Krystal look while showcasing the company’s modern, new image. The interior spaces are bright and shiny, harking back to Krystal’s heritage with white tile, chrome, shiny stainless steel, and very clean, contemporary appearances.

The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal brand – and the great food, service, value and setting that it represents – has taken a prominent place in the South’s cultural landscape. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has 383 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit the Krystal website.

###

Media Contact:
Brian Cooley
Wicked PR
404.589.9888
cell: 404.316.7482
brian [at] wicked-pr.com

New Krystal located at 1555 Walton Way Features Modern Design and Exciting New Menu Choices

CHATTANOOGA, Tenn. – The Krystal Company announced today that it will open a brand new, company-owned Krystal restaurant in Augusta, Ga. on Monday, July 27. Located at 1555 Walton Way, the restaurant officially opens its doors at 6:00 a.m. and will feature the company’s new sleek, stylish interior and modern design in addition to advanced drive-thru ordering technology, credit card and debit payment options, free Wi-Fi Internet access and Krystal’s exciting, new menu choices.

“As an innovator in the quick service restaurant industry for more than 76 years, Krystal is excited to offer Augusta residents the very best in quality, value and hospitality and looks forward to better serving its guests for many years to come in the new restaurant,” said Fred Exum, chief executive officer, The Krystal Company. “We apologize for our brief absence at this location but invite guests to come experience the new restaurant and enjoy our entire line up of great-tasting menu items for breakfast, lunch, dinner and snack time.”

The state-of-the-art Krystal in Augusta will showcase the fast food icon’s signature product offerings that are distinctive in size and shape, served fresh, hot off the grill and perfect for anytime of the day. Among these popular items includes the Famous Krystal, steamed with fresh onions and topped with mustard and a pickle; the Krystal Chik, made with 100% whole breast chicken filet and served on the famous small, square bun; the Krystal Pup, a Krystal-sized hot dog served with or without chili; and Breakfast Scramblers, a line-up of traditional plate breakfasts stacked smartly in a bowl and conveniently enjoyed scrambled up or layer by layer.

The restaurant will also offer a number of innovative beverage items that are a perfect complement to any Krystal meal. The newest menu addition is The Krystal Blitz, a great-tasting energy drink that comes made-to-order “Frozen” or “On The Rocks” in a refreshing Lemon Berry flavor. Krystal’s new line of MilkQuakes, real ice cream milkshakes made with premium, all-natural ingredients, and Krystal Freezes, the company’s new frozen slush drink made from pure-cane sugar and fruit flavorings, are just two more exciting new drink options guests can enjoy year round at the Augusta Krystal.

Guests dining in at the new Krystal will enjoy a refreshing, efficient design that pays tribute to the traditional Krystal look while showcasing the company’s modern, new image. The interior spaces are bright and shiny, harking back to Krystal’s heritage with white tile, chrome, shiny stainless steel, and very clean, contemporary appearances. Additional design elements will include in-store digital menu boards that display animated food photography and meal options that change by day part along with a number of exterior updates as well.

The new restaurant in Augusta is the latest move in the company’s plans to grow its business through the development of company-owned stores, both in heritage markets and in new markets across the South. Krystal is scheduled to open a total of 20 new company-owned restaurants by 2009, adding more than 800 jobs in local markets in at least 11 states.

About The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has 384 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.krystal.com.

Media Contact:

Brian Cooley

Wicked PR

404.589.9888

cell: 404.316.7482

brian [at] wicked-pr.com

Served “Frozen” or “On The Rocks,” The Krystal Blitz Kicks Canned Energy Drinks Where It Counts:  In Both Taste and Energy

CHATTANOOGA, Tenn. - Energy drink fans no longer have to settle to get their boost from a flat beverage in a can. With the introduction of The Krystal Company’s new Krystal Blitz energy drink, they can now can get a lift from a great-tasting beverage served icy cold “On the Rocks” or deliciously “Frozen.”

The quick service industry’s first ever branded energy drink, the Krystal Blitz is available now in Krystal restaurants systemwide. Served in a full, 20-ounce cup, the Krystal Blitz is made-to-order either “On the Rocks” or “Frozen,” with both options featuring a thirst-quenching Lemon Berry flavor, making it a cool, refreshing alternative to traditional flat and medicinal-tasting energy drinks.

“The Krystal Blitz is not only the industry’s first energy drink, it is also a new kind of energy drink that is both great-tasting and uplifting, with all the boost and more of traditional energy drinks,” said Brad Wahl, vice president of marketing, The Krystal Company. “With the Lemon Berry flavoring, guests get a true energy drink experience with absolutely no compromise in taste.”

Formulated with a special blend of natural ingredients and enhancements, including Taurine, Guarana, Green Tea Extract and caffeine, the Krystal Blitz packs a powerful punch of energy that is more potent than the average energy drink. The stimulating mixture is combined with Sprite® and premium Monin® flavoring, featuring real, pure cane sugar. The result is a smooth, great-tasting carbonated beverage that is easy to drink and has long-lasting effects – a simply invigorating and refreshing experience that just feels better.

Making it an exceptional value compared to other energy drinks that often sell for close to four dollars, the “On the Rocks” Krystal Blitz is sold for a suggested price of $1.99. The Frozen Krystal Blitz is sold for a suggested price of $2.49.

“The Krystal Blitz is truly more for less. It features more energy, more drink and better quality all at a reasonable price – making it an unbeatable value for energy drink lovers,” noted Wahl.

The Krystal Blitz is just one of the many new Krystal products to be announced this year as part of the company’s introduction of a number of innovative food and beverage menu items for breakfast, lunch, dinner and various snack times. Items already introduced include a variety of original Krystal Freeze® and MilkQuake flavors, the Bar-B-Q Bacon and Cheese Big Angus Burger, the Chili Cheese Big Angus Burger, Sweet Bites, the French Toast Sandwich, Hashbrown CasseRolls and the $5 Value Meal.

About The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has 384 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.krystal.com.

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Media Contact:

Brian Cooley

Wicked Public Relations

404.589.9888

cell: 404.316.7482

brian@wicked-pr.com

Krystal’s Best Ever Value Meal Features One Big Angus Burger, Two Famous Krystals, Fries and a Medium Drink

CHATTANOOGA, Tenn. – Famous for its “Nothin’ Like It” menu items, The Krystal Company continues to introduce quality and value unlike any other in the quick service industry with its new $5 Value Meal, featuring Krystal’s Original Big Angus Burger, two Famous Krystals, fries and a medium drink.

“Other fast food chains may be offering value deals with certain menu items but only Krystal is offering a full meal with not one, not two, but three burgers, a side of fries and a drink–all at a great price,” said Fred Exum, chief executive officer, The Krystal Company. “There’s simply ‘Nothin’ Like It.”

The fast food icon is taking the guesswork out of ordering by combining the best of both Krystal burger worlds – big and small – all at an unbeatable value. Available now in restaurants systemwide, Krystal’s $5 Value Meal includes its two-handed, 100% Angus chuck burger made to order with the choice of seven Krystal toppings; two Krystal Burgers served hot off the grill on its famously small, square bun; a basket full of fries and a medium beverage.

The $5 Value Meal is attracting attention from Krystal Lovers all across the South, including Memphis, Tenn. native and music legend, Jason D. Williams. Williams, who has been a fan of Krystal for years, recently recorded a song for the Krystal $5 Value Meal in Nashville and filmed the Krystal commercial at a restaurant in Murfreesboro, Tenn. A number of behind-the- scenes photos, special recording clips and live videos can be seen on a special Krystal site, FamousKrystal.com, where guests also have the option to download the $5 Value Meal ringtone, listen to more great Williams’ originals and share with friends on Facebook and Twitter.

“Williams is known far and wide for his wild piano-playing style, and we were excited to have him put his personal spin on an original Krystal tune,” said Brad Wahl, vice president of marketing, The Krystal Company. “It’s been a fun way to communicate our value message, and many of the folks at Krystal’s Headquarters have already been heard singing the song up and down the halls. We have no doubt that our guests will be humming this catchy tune in no time.”

In addition to Krystal’s $5 Value Meal, the company has plans to launch a series of new food and beverage menu items and offers throughout the year for breakfast, lunch, dinner and various snack times. As an innovator in the quick service restaurant industry, Krystal remains dedicated to its vision to provide a great variety of ‘big taste’ food that can’t be found anywhere else.

About The Krystal Company

Founded in 1932, Krystal restaurants have become more than sparkling-clean eateries where friendly employees serve up fresh, delicious food. Krystal has become a cultural icon and an experience that virtually every man, woman and child in the South has shared. The Krystal Company is the oldest quick service restaurant chain in the South and the second oldest in the United States. The Chattanooga, Tenn.-based company currently has 386 restaurants in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.krystal.com.

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Video Below: Krystal’s $5 Value Meal commercial with legendary recording artist, Jason D. Williams.

Media Contact:

Brian Cooley

Wicked Public Relations

404.589.9888

cell: 404.316.7482

brian@wicked-pr.com