Krystal, the Atlanta-based fast-casual chain known for slinging “the original slider of the South,” has just inked a deal — the “first of its kind” in quick-serve restaurants — to name 2 Chainz its Head of Creative Marketing.
2 Chainz and his team will be leading the creation of multiple new platforms and partnerships, including menus, merchandising, and co-branded restaurants in the brand’s hometown of Atlanta, according to a press release.
This partnership is the latest in Krystal’s expansion; late last year, the brand announced that it will be expanding into New Jersey with former NFL great Victor Cruz.
“As someone who grew up in the South and understands Krystal’s place in culture and community, 2 Chainz is a perfect partner for adding to and amplifying our brand message,” Thomas Stager, President of Krystal Restaurants LLC, said. “There is an authenticity in this relationship that reflects our own deep pride in and commitment to the brand and our communities, and we know 2 Chainz has his own equally deep personal connections to Krystal. Together, we will bring the feeling and flavor of Krystal to as many new fans as possible.”
2 Chainz grew up in College Park not far from the brand’s current headquarters. As part of the new partnership, 2 Chainz will collaborate on a custom co-branded Krystal restaurant in the heart of the rapper’s hometown neighborhood, and he will also help develop a “Luxe Line” of premium food products for the brand, to be premiered at his restaurant.
“I can remember Krystal being a part of so many pivotal moments of my childhood and teen years. Some of my best moments were made better by going to Krystal, and I’m a fan for life,” 2 Chainz said. “I want everyone to feel that, too, and can’t wait to put Krystal in the spotlight it deserves.”
Reps for the chain on Friday did not immediately provide details on when and where the first co-branded restaurant would appear.
“Chainz and I grew up in neighboring areas – both of us are from the Southside of Atlanta. Being able to work with someone who’s where you’re from and who has been ultra-successful is something that means a lot. Getting a chance to grow this brand, give back to the areas that we’re from, and help direct an iconic brand is a special opportunity. Chainz is talented, he’s unique, he’s involved and he’s real South. I can’t wait to see what our partnership brings,” said Jonathan Childs, founder and operating partner of Golden Child Holdings, one of the primary investors in the brand. “We’re going to remind everyone why Krystal is relevant.”
Other elements of the deal include the creation of NFT artwork, custom-curated in-restaurant music, and limited edition merchandise to be made available in-restaurant and online.
