Krystal Leans Into Nontraditional Formats

Krystal says it has kicked off a new era of growth with expansion into high-traffic, nontraditional spaces.

In an April 16 release, the brand says it’s “officially back” in Texas with the opening of its first travel center location at the EZ Travel Center in Tyler.

“We’re excited to continue expanding our reach, as well as the way we meet our guests,” says Josh Kern, CEO of SPB Hospitality, parent company of Krystal, in the release. He adds that the brand will continue to grow with traditional freestanding restaurants too.

The Tyler location features Krystal’s full menu of fan favorites, including sliders, chili cheese pups, fries, shakes and more menu items. Franchisee Highway 31 Foodservice says additional locations are already in sight.

“We see enormous potential in bringing Krystal to formats like this travel center,” says Jagtar “Jag” Thethy, who leads Highway 31 Foodservice.

Atlanta-based Krystal operates in 11 states with nearly 300 restaurants.

In 2024, the brand announced it was working on revealing a compact convenience store design, connected to a Circle K in Wilson, N.C.

Editor’s note: This story has been updated since it was first published.