Krispy Krunchy Chicken expands beyond c-stores, targets 700 openings in 2024

Dive Brief:

Krispy Krunchy Chicken plans to open over 700 stores this year with plans to exceed 3,500 units by the end of 2024, the company said in a press release Monday.
The brand, which has almost 3,000 locations in convenience stores, opened nearly 500 units last year, including 14 inside Walmart stores, the company said in an email to Restaurant Dive.
Recently the company’s leadership, sales and operations teams, among others, met for its annual conference, during which a “Core Four” plan was announced. The strategy focuses on adding new locations, boosting same-store sales, optimizing its system and improving operator profitability.

Dive Insight:

While other chains like Krystal, Mr. Gatti’s Pizza and Jack in the Box have or plan to open locations inside c-stores, Krispy Krunchy has focused on these non-traditional locations from day one. C-stores remain a key focus at the chain — it has a partnership with Circle K — but it is expanding into truck stops, travel centers, casinos and Walmarts.

As part of its new strategy, the chain will not only open in new markets, but also expand third-party delivery sales, streamline operations and enhance its menu, the company said in the press release. Last year, for example, it launched a Cajun Chicken Sandwich. The brand’s menu includes hand-breaded, mild Cajun-spiced fried chicken and all-white meat chicken tenders as well as sides and honey biscuits.

The company began improving operations last year with the expansion of its support team, which allows for additional training and more frequent in-store visits. This move also allowed for the creation of a team that will work on new store openings and optimize speed of service and efficiency.

Krispy Krunchy said it will also continue to hire more corporate employees to support expansion and operators, according to NACS. The company’s rapid expansion began shortly after it gained a strategic growth investment from Main Post Partners in 2021, when it had over 2,600 locations, according to Nation’s Restaurant News.

Last year, Krispy Krunchy opened its ninth location inside a casino. The chain also has locations on various college campuses, including the University of North Texas, University of Nebraska Omaha and Indiana State University, Krispy Krunchy said in its email.