Six Krystal locations in the Albany, Georgia, area are getting a fresh new look as part of the brand’s ongoing transformation.
Rather than a complete teardown and rebuild, Krystal has focused on strategic, brand-forward upgrades designed to enhance visibility, streamline operations, and elevate the guest experience. These enhancements include updated exterior designs, modernized digital menu boards for greater pricing and menu flexibility, new furniture, and refreshed interiors—all while keeping doors open to serve customers.
This reimaging initiative takes inspiration from Krystal’s highly successful Orangeburg, S.C., location, co-owned by media personality Charlamagne Tha God, which opened in December. The company believes these updates will set the stage for testing innovative menu offerings and bold strategies in the competitive quick-service space.
The Power of Digital Menu Boards
HT spoke with Kaitlin Stoehr, Krystal’s Senior Director of Marketing, to learn more about these enhancements.
“All the remodeled locations feature a drive-thru, and one of the most exciting updates is the implementation of digital menu boards,” Stoehr said.
“One of the fantastic things about them is the speed at which we can move,” she explained. “The digital menu boards are more visually compelling—especially at night. When you drive by a restaurant with a digital menu board, it has a beautiful glow that captures your attention.”
Beyond aesthetics, these digital boards improve operational efficiency. “They allow us to seamlessly switch between breakfast, lunch, and dinner menus, something our static boards couldn’t do,” Stoehr noted. “This dynamic capability enhances the way we merchandise our menu, making it more impactful and easier for guests to navigate. Larger images, clear pricing, and a more spacious layout improve the customer experience.”
Unlike traditional static boards that require design, printing, proofing and shipping, digital boards allow Krystal to make real-time updates. “With digital, we can move at almost lightning speed,” Stoehr said. Krystal’s in-house graphic designers can implement changes instantly, ensuring the brand remains responsive to shifting consumer trends and market demands.
The flexibility also enables Krystal to tailor promotions based on the time of day. “We can leverage the menu boards to highlight different products and promotions at optimal moments,” she added.
Prioritizing Hospitality Over AI
While many brands are turning to voice-based AI in the drive-thru, Krystal is taking a different approach. “Right now, we really want to focus on that guest-crew member connection,” Stoehr said, emphasizing the brand’s commitment to hospitality.
Moving forward, all new and remodeled Krystal locations will feature the digital menu board package as part of the company’s modernization efforts.
Founded in 1932, Krystal Restaurants LLC is known for its iconic square burgers. The QSR has expanded to nearly 300 locations across 10 states. While staying true to its roots, the brand embraces innovation to remain relevant to today’s consumers.
