Dive Brief:
- Krystal has hired Casey Terrell as its CMO effective immediately, the company announced Tuesday.
- Terrell replaces Alice Crowder, who worked at the southern QSR burger chain for a little over a year.
- The new appointment comes about seven months after the company brought on a new CFO, and as the chain focuses on expansion under new ownership.
Dive Insight:
Terrell’s experience as head of digital transformation for Focus Brands will be instrumental to Krystal as it continues to grow two years after it declared bankruptcy and was bought by Fortress Investment Group.
The company is adding new franchisees and opening stores in new and existing markets, CEO Thomas Stager said in the press release. Krystal gained its first new franchisee for the first time in 15 years in 2021. The chain is offering franchisees a prototype that requires a smaller footprint and lower operating costs than its traditional format.
Terrell brings over a decade of restaurant and food industry experience to Krystal, according to his LinkedIn profile. At Focus Brands, Terrell was responsible for innovating companywide business processes, digital, technology and organizational transformation across Focus’s seven brands, according to the press release. Prior to this position, he led marketing at Schlotzky’s. Terrell has also held marketing leadership positions at Anheuser-Busch, Le Pain Quotidien, Outback Steakhouse and Burger King.
As part of its current marketing strategy, Krystal has been partnering with celebrities. In August, the fast food chain worked with Ray J, an American actor, singer and TV personality, to star in commercials highlighting its $1.99 late night Krystal Snack, according to a press release. The fast food chain has made 2Chainz its head of creative marketing, and the hip hop artist is opening a Krystal restaurant in Georgia.
