Southern restaurant chain Krystal has opened its first Texas location in over a decade as part of a broader expansion effort.
The new restaurant is located inside an EZ Travel Center in Tyler, Texas, and began serving customers April 15. It is the brand's first 24/7 restaurant at a rest stop.
Krystal was founded founded in 1932 in Chattanooga, Tennessee. Its founders purchased a property for $5,000 during the early years of the Great Depression.
The brand is known for its small, square hamburgers called sliders and miniature chili cheese hot dogs known as pups. The chain gained early attention with visits from figures including Elvis Presley, then-Georgia governor Jimmy Carter, and former President Ronald Reagan.
Today, Krystal operates over 300 restaurants. It is owned by SPB Hospitality, which acquired the chain after its latest bankruptcy filing.
Krystal filed for bankruptcy protection bankruptcy protection in January 2020. It exited bankruptcy later that year after being acquired by Fortress Investment Group Fortress Investment Group, which also owns SPB Hospitality.
The chain plans to open 200 more locations in the next three to four years. Many of these new locations will be in non-traditional formats like travel centers, airports, and convenience stores.
Josh Kern, CEO of SPB Hospitality, stated that while the company will keep growing with traditional restaurants, high-traffic hubs allow more flexibility and efficiency.
Sales have recovered since the bankruptcy. The company has not announced closures, contrasting with moves by some rivals like Jack in the Box, which recently announced plans to close locations.
Krystal has also largely stayed out of the recent value meal wars and chicken sandwich wars. SPB Hospitality has modernized some existing locations.
Highway 31 Food Service is the franchisee for the Tyler location. A representative stated they see potential in bringing Krystal to formats like the travel center and are optimistic about future growth.
San Antonio, Texas, was previously home to Krystal locations, including one once located at Krystal located 7953 Pat Booker Road.
Jagtar 'Jag' Thethy with Highway 31 Foodservice said, "We're optimistic about what's ahead and seeing where this momentum takes us."
