Tue, 21 Sep 2021

KRYSTAL CELEBRATES ATLANTA WITH BUTTER.ATL COLLABORATION

ATLANTA, GA -- Krystal Restaurants LLC, the South's original destination for fun flavors and authentic good times, is celebrating its Atlanta ties with an immersive restaurant takeover in partnership with Butter.ATL. Starting this week, Krystal is spotlighting the spirit, history, and traditions of Atlanta at its Northside Drive restaurant (626 14th Street NW, Atlanta, GA 30318). Though born in Chattanooga, Krystal has called Atlanta home for the past several years, and it's chosen Butter.ATL to help bring to life what it means to live in, be inspired by and love the many facets of the ATL.

"We are so proud to be headquartered in Atlanta and to share just a little bit of what we love about this city so much," said Thomas Stager, President of Krystal Restaurants LLC. "Partnering with Butter has allowed us to showcase that pride in a way that only a first-tier agency like Butter can bring to life. This collaboration has allowed us to tell our story in a way that we know generations of Krystal lovers will appreciate.

"Culture is Atlanta's number one export and Butter drives the culture forward by putting a spotlight on the cultural mecca that Atlanta is - all things cool, current, and authentic in a city that has tremendous hometown pride. Krystal has occupied its own unique space in southern food culture for decades and we couldn't be more proud of our partnership with this legacy brand. We look forward to the role the new Krystal x Butter restaurant will play in telling Atlanta's story," added Brandon Butler, Executive Director for Butter.ATL.

Preparing for the Spotlight

During 2019 and 2020, Krystal underwent a major brand renovation aimed at readying the brand for new growth and expansion. Working with an internal theme of UNITED, the corporate team streamlined operations, strengthened the brand's financial position, and reshaped and updated its legendary brand image to reflect a legacy of serving up fun and joy, one little square burger at a time. At the start of 2021, the team's efforts placed Krystal in a position to capitalize on numerous gains through expanded marketing, brand awareness, and business building opportunities. The Krystal x Butter.ATL execution along with the upcoming launch of a new prototype and new franchisee news are among the latest of these new initiatives.

Taking the Stage

"The Krystal x Butter.ATL experience reflects a shared admiration for our Atlanta," said Alice Crowder, Chief Marketing Officer for Krystal. "Together we're showcasing pop culture, real-life history, pastimes and passions that all contribute to the tapestry of the city. From Coca-Cola bottles, Olympic Park, and the "A-Town Down" hand signal, to installations showcasing home-grown ATL artists and the local photography studio that's been a rite of passage for prom and high school photos, to a larger-than-life gold chain on the sign out front, this is Krystal's way of saying "We love you, Atlanta. And we got you," Crowder added.

Butter.ATL is the in-house media company for Dagger, an Atlanta-based ad agency and recipient of a 2020 Ad Age Small Agency of the Year Award - Silver, Southeast. Butter.ATL is Atlanta's definitive culture channel and a sought-after stage for the city's cultural icons.

Click here for the full press kit.

About Butter.ATL

Butter.ATL is the in-house media company of Dagger, an Atlanta-based ad agency and recipient of a 2020 Ad Age Small Agency of the Year Award - Silver, Southeast. Butter.ATL is Atlanta's definitive culture channel and a sought-after stage for the city's cultural icons. With over 100,000 followers, brand sponsorships, and original programming that features ATL legends like Killer Mike, Goodie Mobb, and DJ Scream, Butter has become an entity whose popularity boasts followers - and active commenters - like Chrissy Teigen, Usher, Big Boi from Outkast, Tim McGraw and others. Butter.ATL also provides a niche service offering for Dagger clients with an appetite for high-velocity content at the intersection of creative inspiration and cultural relevance. Butter is a 2020 Webby Award honoree.

About Krystal Restaurants LLC

Headquartered in Atlanta, GA, Krystal Restaurants LLC is the original quick-service restaurant chain in the South. Krystal hamburgers have been served fresh and hot off the grill on the iconic square bun since 1932. The company proudly serves the classics, but over the years, they've never been afraid to innovate.

Krystal has grown to be in 10 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through their unique menu items that are offered at a great price. The company's Atlanta-based Restaurant Support Center serves a team of more than 3,500 employees. In 2019, the company was selected to USA Today's Top-10 Best Regional Fast Food List.

For more information, visit krystal.com or follow on Facebook and Instagram.

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