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The Krystal Company | Company Profile, Marketing Contacts, Media Spend, Brands




The Krystal Company, headquartered in Chattanooga, TN, is a quick-service restaurant chain. The company owns, operates, markets and franchises Krystal restaurants throughout the Southeast and is best known for their small, steamed hamburgers.

Main Telephone (770) 351-4500
Main Fax (423) 757-1590
Primary Address
1455 Lincoln Parkway
Suite 600
Dunwoody, GA 30346
USA

The Krystal Company Contacts

Contacts (5/8)
Name Title State
Omar J. President & Chief Executive Officer GA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (770) 351-4500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1455 Lincoln Parkway
Suite 600
Dunwoody, GA
30346
USA

Jason A. Chief Marketing Officer GA
Tom M. Chief People Officer GA
Scott G. Senior Vice President, Operations GA
Alice C. Vice President, Marketing GA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
The Krystal Company *******

Agency Relationships


Brand Agency Service From To
*** ******* ******* *** **** ********* *** AOR - public relations 2015 present
*** ******* ******* *** ******* ***** Media Buying 2015 present
*** ******* ******* ****** ******* Creative 2016 present
*** ******* ******* ****** ******* Creative, Digital, Media Planning, Social 2012

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Digital, TV, Experential Opps Update: QSR Krystal launches first campaign with new AORs


Update (3/4): Krystal has finally publicly shared its new relationship with creative AOR Ink Link Marketing. NewFire will manage Krystal’s website, social media and online media buying from its North Augusta, S.C. headquarters and Atlanta satellite office. Ink Link, with offices in Miami and Los Angeles, will work with the QSR’s marketing team to execute promotional tie-ins, events, internal communications and complementary PR.

Still on the roster is The Johnson Group as co-op and media buying AOR. The Chattanooga, Tenn.-based agency has worked with Krystal for almost 10 years. 

Under new CMO Jason Abelkop (research here), Krystal just launched the first ad for the  “Stupid Good” campaign (shown above), so look to secure secure similar Millennial-focused advertising dollars and sponsorship deals throughout the year (more info below).

 

Subject: TV, partnership, experiential, sponsorship, outdoor, radio, digital, social media

Company: Krystal, Atlanta-based privately-owned QSR known for its mini-burgers, small, square hamburger sliders. The oldest QSR in the South has 350 restaurants in 11 states, primarily the Southeast.

Opportunity: New AOR here).

Additional Insight

Media Spend: Kantar Media reports that Krystal spent $1.7 million on measured media last year through Q3 and only allocated $4.8 million for all of 2013, down from the $6 million it spent yearly in 2011 and 2012. Spending skews towards spot TV ads, followed by national spot radio and outdoor ads. 

Krystal has 1,000 trade areas within its 11-state market. Lately, it has utilized events and experiential strategies, such as the first major new product launch since 2010. Expect experiential efforts like this to continue since one of Abelkop's  objectives is to tap into the passion and loyalty that customers have with the brand, while expanding Krystal's music-driven brand campaigns.

Competitors:  Krystal competes with other regional and national burger QSRs, but it's associated most with White Castle, another chain that specializes in sliders. However, Krystal and Wichita, Kan.-based White Castle locations rarely overlap, with the latter's stores concentrated more in the Midwest.

The Krystal Company
1455 Lincoln Parkway
Dunwoody, GA 30346 
(770) 351-4500

Jason Abelkop
Chief Marketing Officer
(770) 351-4500
jabelkop@krystalco.com

Alice Crowder
Vice President, Marketing
(770) 351-4500
acrowder@krystalco.com

Angela Johnson
Director, Marketing Communications
(770) 351-4500
ajohnson@krystalco.com