Krystal’s COO on Expansion, Store Formats and Dirty Sodas

Amanda Hyde, who just stepped up to the role of COO at Krystal, says her first priorities include aligning teams, such as support departments, and getting everyone moving in the same direction for growth. Hyde is already familiar with the nearly 300-unit QSR brand, having served as senior vice president of operation services at its parent company, SPB Hospitality, which acquired it in 2023. In her expanded role, Hyde says, growth looks like launching the brand’s first unit in the northeast next month, leaning on flexible store formats and building community engagement.

Amanda Hyde

“We want to show franchisees and other partners that there’s a lot of white space in the country and we have to start tapping into it,” Hyde tells FER about the northwest store, set to open in New Jersey in partnership with former NFL player Victor Cruz. “We have to be the risk-takers as the corporate entity.”

Flexible Formats Reduce Costs

Krystal, based in Atlanta, operates in 13 states. It’s been serving square sliders since 1932. Today, tariffs, gas prices and building materials are a few challenges when it comes to growth. One way to increase efficiencies, Hyde says, is flexible formats. “A quick,” says Hyde, describing a to-go model, “is almost half the price of a normal standalone building.” Units attached to convenience stores and endcaps also help to reduce the cost to build.

“We can (open a Krystal) in a small space or quite a large space; we’ve opened one of each in the past two years,” Hyde says. “They all have results behind them. That’s what we’re doing not only to reduce costs, but to show the art of the possible.”

Coming up, Hyde says, Krystal wants to study the results of the New Jersey store before announcing more milestone-type growth plans. “We are tippy-toeing into an area that is heavily invaded with our most close competitor in White Castle,” she says. “They have small sliders and have been around for a long time. We like having partnerships with folks like Victor Cruz and we’re going to see if it has traction. We think it will.”

Franchisees Help Fuel Community

When looking for franchisees to partner with, Krystal aims for those who have a people-first focus, ownership mentality and respect for the brand’s nostalgia. It also looks for franchisees who understand guests, including the younger crowd who prefers off-premise dining. They have to balance that crowd, though, with the nostalgia guests.

“Some of our guests still come in and tell us, ‘I remember when Krystals were a nickel,” Hyde says. “We have to understand that while we see it as a value menu item, the prices have gone up significantly since then. I need our franchisees to respect that nostalgia that those people have. We still have to deliver, even if it’s a $1.59 menu item.”

To meet the needs of the younger crowd, Krystal in February introduced dirty sodas, called Krush’d Sodas. Described in the press release as “a playful spin to the growing dirty soda movement,” the drinks are smooth and dessert-like while staying in an everyday price range.

“It was a request from the younger group,” Hyde says. “They want a different kind of fancy drink that you can swirl and walk around with and it looks cool.”

Future Growth Leans on Collaboration

Krystal marks the first QSR brand that Hyde has served in an operations role. Her time at SPB Hospitality also includes holding executive roles, including regional vice president, at Logan’s Roadhouse. Prior to that, she worked at Bob Evans Restaurants for 27 years. At Krystal, Hyde looks forward to helping the more than 90-year-old brand grow.

Immediate goals include more strategic collaboration all around, Hyde says, between herself, the corporate team and the franchisees. “There’s so much to learn going back and forth,” she says.