The iconic southern burger brand Krystal will be coming to the Northeast, with the help of NFL great Victor Cruz.
Cruz has officially partnered with Krystal Restaurants in a new business venture to bring this brand up North to his hometown of Paterson. The agreement, which includes plans to build up to five branded restaurants to the Northeast by the end of 2023, is the first of its kind for Cruz and for Krystal.
“From the moment you try a Krystal, you know there’s nothing else like it,” Cruz said when asked about the appeal of the brand. “And, once you eat it, you kinda just crave it. They’ve done it for generations and I’m excited to partner with the Krystal team and make it a winning combination.”
These new locations won’t be your typical Krystal Restaurant. They will be known as “Victor Cruz’s Krystal” with memorabilia from his football career as a New York Giants wide receiver. The first restaurant will be built in the style of the new prototype unveiled by Krystal earlier this year and will be built in Paterson. Krystal will also work with Cruz on a line of merchandising inspired by the football great, which will be available for sale online and in restaurants.
“We are thrilled to be working with Victor Cruz. Quite simply, he is a winner,” said Thomas Stager, CEO for Krystal Restaurants. “He knows how to win and finds a way to do so with style and a true passion for whatever he does. Mr. Cruz is exactly the kind of partner we want to help us expand our brand into new communities and to introduce new audiences to Krystal.”
“Victor has won at the highest levels on the field and is continuing to win off the field in his business career. He is a high-character professional and human being. Partnering with him is an easy decision for Krystal as the brand expands into new markets,” said Jonathan Childs, founder and operating partner of Golden Child Holdings, one of the primary investors in the brand. “We’re proud to be working with Victor and look forward to growing our brand together.”
Krystal has grown to be in 10 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through its 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.