SVP of Operations Amanda Hyde focuses on ‘People, Process and Purpose’ as iconic brand forges a comeback under parent company SPB Hospitality
Krystal, the second-oldest fast food restaurant in the U.S. and the original home of the slider in the South, is embracing its roots while forging a bold comeback. Since its founding in 1932 in Chattanooga, Krystal has been synonymous with flavorful burgers, Southern hospitality and a sense of nostalgia.
As the brand reinvents itself under the leadership of Amanda Hyde, Senior Vice President of Operations, it is focusing on the fundamentals that made Krystal a household name. Hyde’s strategy centers on reinvesting in people, revamping processes and ensuring every guest interaction reflects the warmth and quality of Krystal’s legacy.
“Good Old-Fashioned Hospitality” Meets Modern Brand Updates
Hyde is steering Krystal’s revitalization by prioritizing human connection over modern tech-driven trends. “We’re not jumping on the AI or kiosk bandwagon,” Hyde explained. “Instead, we’re doubling down on what has made Krystal a beloved brand for over nine decades — quality service, warm hospitality and genuine human interaction.”
Krystal is making significant investments across the business, including:
- Store Remodels: Krystal is testing fresh designs and reimagining its locations to better serve communities. A series of remodels across key markets will be completed by the end of year.
- Menu Evolution: In tandem with the brand refresh, Krystal continues to refine its menu offerings to balance bold new flavors with fan-favorite classics.
- Brand Modernization: From a logo refresh to updated packaging, Krystal is blending nostalgia with innovation, creating a modernized brand experience that resonates with both long-time fans and new generations.
These efforts are already yielding positive results. For three consecutive quarters, Krystal has seen a rise in same-store sales and a seasonal uptick in traffic trends.
A People-First Approach
Hyde’s leadership style focuses on transparency, collaboration and empowerment. Early in her tenure, she conducted an operations audit, meeting with GMs and team members to gain insight into what works and what doesn’t.
“We want our teams to feel ownership over our success,” Hyde said. “That means listening to their feedback and incorporating their decades of expertise into our decisions. We encourage teams to weigh in before we ask them to buy in.”
To support these efforts, Krystal has rolled out performance-based incentive programs and new training initiatives designed to empower employees while driving both personal and professional growth.
Looking Ahead
As part of its brand revitalization, Krystal’s WOW Hospitality Model, which emphasizes warm, welcoming and efficient service, will roll out systemwide in January 2025. The company has also reopened its dining rooms, inviting guests to reconnect with the Krystal experience.
“We want to be more than just a place for a quick meal — we want Krystal to be an integral part of people’s lives again,” said Hyde. “Krystal has been a part of Southern culture for nearly a century. By combining our rich history with modern updates, we’re reigniting our brand to ensure we resonate with our loyal guests while attracting the next generation of Krystal fans.”
Support from SPB Hospitality
Krystal’s comeback is supported by its parent company, SPB Hospitality, which provides critical resources like marketing, supply chain management, guest experience support and operations expertise.
“Amanda’s leadership and commitment to excellence are paving the way for a dynamic future at Krystal,” said Josh Kern, CEO of SPB Hospitality. “ With Amanda and her talented team in place, we’re proud to support this iconic brand as it continues to build on its 90-year legacy.”
As Krystal reinvests in its team, its guests and its Southern roots, the brand is poised for a bright future as a cornerstone of quick-service dining.
For more information about the new Krystal location, visit Krystal.com. Interested in franchising or potential refranchising acquisitions with Krystal? Contact Melissa Hodge at melissa.hodge@spbhospitality.com or visit KrystalFranchising.com for more information.
Headquartered in Atlanta, Georgia, 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 sticks to the classics, but they’ve never been afraid to innovate. Krystal has expanded to 10 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through unique menu items offered at a great price. In 2023, USA Today readers named Krystal the “Best Late-Night Fast Food” and in 2022 research and consulting firm Technomic ranked Krystal as one of the “Most Craveable Burgers.”
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