Iconic Southern brand kicks off a new era of growth with strategic expansion into high-traffic, non-traditional spaces
Tyler, TX (RestaurantNews.com) Krystal, the original home of the slider in the South, is officially back in Texas with the opening of its first travel center location at the EZ Travel Center at 16151 Highway 31 West in Tyler. This 24/7 restaurant marks a key milestone in Krystal’s strategy to expand beyond traditional stand-alone stores into high-traffic, convenience-driven formats.
“We’re excited to continue expanding our reach, as well as the way we meet our guests,” said Josh Kern, CEO of SPB Hospitality, parent company of Krystal. “Our focus remains on creating convenient, memorable experiences and we’re proud to meet our guests where they are – on the road, in their communities and in the everyday moments that matter.”
Krystal’s growth strategy centers on nontraditional formats — including convenience stores, travel centers and airports — designed to meet the growing demand for fast, flexible dining in spaces where convenience and volume go hand-in-hand. The Tyler location is an early example of this approach, positioning Krystal to serve everyone from truck drivers and road trippers to busy locals.
“We’ll continue to grow with traditional freestanding restaurants, but formats like travel centers and other high-traffic hubs allow us to complement that approach with more flexibility, greater efficiency and better alignment with how today’s consumers live and move,” added Kern.
The new Krystal is located at a full-service travel plaza in West Tyler, offering eight diesel fueling lanes and easy access to major traffic routes. Guests can enjoy Krystal’s full menu of fan favorites — including sliders, chili cheese pups, fries, shakes and more — served fast and hot, any time of day.
The restaurant is operated by Highway 31 Foodservice, led by seasoned franchise operators with a track record of success across multiple quick-service concepts in Texas and Oklahoma. The Tyler store is their first Krystal, with additional locations already in sight.
“Krystal is an iconic brand with nearly a century of Southern heritage and serious momentum behind it. We see enormous potential in bringing Krystal to formats like this travel center,” said Jagtar Thethy (“Jag”), who leads Highway 31 Foodservice. “We’re optimistic about what’s ahead and seeing where this momentum takes us.”
The opening comes at a time of renewed energy and focus for Krystal. Under SPB Hospitality’s ownership, the brand is investing in innovative buildouts, enhanced operations and lower-cost franchising models that offer operators more flexibility and stronger unit economics.
For more information or to find your nearest location, visit Krystal.com.
Join the Krystal Franchise Family
Interested in franchising with Krystal? Contact Tom Petska at thomas.petska@spbhospitality.com or call 770.616.9070 for more information.
About Krystal Restaurants LLC
Headquartered in Atlanta, Georgia, Krystal Restaurants LLC is the original quick-service restaurant chain in the South. Krystal hamburgers have been served fresh and hot off the grill on the iconic square bun since 1932. The company proudly sticks to the classics, but they’ve never been afraid to innovate. Krystal has expanded to 11 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through unique menu items offered at a great price. In 2023, USA Today readers named Krystal the “Best Late-Night Fast Food,” and in 2022, research and consulting firm Technomic ranked Krystal as one of the “Most Craveable Burgers.”
© 2025 Krystal Restaurants LLC. All Rights Reserved.
Contact:
Betsy DeMik
Champion
972-930-9933
bdemik@championmgt.com
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