Staffing

Former Tropical Smoothie leader named Krystal CMO

Alice Crowder is Krystal's new CMO. (Photo provided)

June 23, 2021

Krystal has named one of its own former marketing executives, who most recently led menu strategy for Tropical Smoothie Cafe, Alice Crowder, as its CMO, according to a news release. Crowder previously served as Krystal's vice president of Marketing from 2014 to 2018, before leaving to lead menu strategy and innovation at the fast casual.

She is returning to Krystal to drive relevance and preference for the brand under its new ownership group and management team, led by industry veteran, the brand's president, Tom Stager.

"We have an aggressive growth plan at Krystal, and Alice will be instrumental in ensuring we meet our goals," Stager said in the release. "Her restaurant industry insight, especially with Southern brands, and layered on top of her packaged-goods leadership foundation, makes her uniquely qualified to bring our message to our guests, and to connect with them in new and more relevant ways.

"I know I speak for the whole team in saying we look forward to Alice's spot-on strategic direction, her creative vision and her ability to generate measurable bottom-line results as we bring the joy inherent in the Krystal brand to new and existing audiences."

In her previous role with Krystal, Crowder ran the marketing calendar and oversaw product innovation and promotions, sweepstakes contests, co-branding partnerships, a collaboration for the Peace Burger Sandwich and even the brand's Guinness World Record of World's Largest Frozen Beverage.

Crowder's expertise also includes multiple years with Denny's as senior director of New Product Marketing as well as various senior leadership roles with Ovation Brands — the former parent company of buffet restaurant concepts such as Ryan's Buffet and Hometown Buffet.

She transitioned to restaurant marketing after 10 years of experience in packaged goods brand management with Royal Dutch Shell.

"I am honored and delighted to be returning to Krystal, a brand which I've always associated with joy and fun in the places I've called home," Crowder said in the release. "It's a true privilege to work with a brand that has the kind of history Krystal enjoys, and one that means so much to literally generations of guests. Our guests are going to be seeing us and interacting with us in completely new ways — ways that they tell us are meaningful to them — and when they give us the opportunity to serve them, we'll make sure every bite brings a smile."

The Atlanta-based Krystal Restaurants has nearly 300 stores in 10 states.