News

Krystal to develop fast casual concept

September 28, 2010

An article in the Atlanta Business Journal claims quick-service burger chain Krystal is developing a fast casual concept, the K Cafe.

The restaurant will be the only one of its kind for the company and will be located in Alpharetta, Ga.

According to a Krystal spokesman, the concept will feature a higher quality food focus for the chain, although the menu is still in development.

The story highlights the overall attraction the Atlanta market has for chains such as Atlanta Bread, Panera Bread and Krystal.

Both Atlanta Bread and Panera Bread are looking to double their presence in the region.

From the story:

The Krystal Co. is hiring staff for a new concept, the K Cafe, which will have its only location in Windward Square at 5215 Windward Parkway in Alpharetta. Krystal is testing the concept, a fast-casual, sit-down restaurant that insiders say will feature sandwiches.

“The expectation is that it will be more of a sit-down environment,” said Brad Wahl, vice president of marketing for the company. ...

Even though Atlanta Bread has closed some locations, like in Buckhead, it is looking to replace and add stores, he said. ...

As for Panera, it expects to expand in the Atlanta market over the next three years, said Nancy Pearson, a joint venture partner that oversees Panera’s locations in Atlanta.