Krystal continues to expand its franchise and brand growth initiatives to now include a major force in music and culture, global superstar 2 Chainz. The brand has just signed a deal – a first for a quick service restaurant – to name the cultural icon the brand’s chief creative officer, and he and his team will lead the creation of several new platforms and partnerships, including menus, merchandising, and co-branded restaurants in the brand’s hometown of Atlanta. . This partnership is the latest in Crystal’s expansion. Late last year, the brand announced that it would be expanding into New Jersey with former NFL star Victor Cruz.
2 Chainz brings a long history of success to the brand. Over the course of his legendary career, 2 Chainz has sold over 8.7 million albums globally and collected over 11.5 billion songs. His much awaited seventh album DOPE does not sell itself It will be available everywhere on February 4th via Def Jam Recordings. The album’s first pre-single single, “Million Dollars Worth Of Game” featuring 42 Dugg, was released earlier this month, followed by Pop Music featuring Moneybagg Yo & Beatking.
“As someone who grew up in the South and understands Krystal’s place in culture and society, 2 Chains is the perfect partner to add to and amplify our brand message,” says Thomas Stager, President of Krystal Restaurants LLC. “There is authenticity in this relationship that reflects our deep pride and commitment to the brand and our communities, and we know 2 Chainz have deep personal relationships with Krystal. Together, we will bring the feel and flavor of Krystal to as many new fans as possible.”
2 Chains originated in College Park, Georgia, not far from the brand’s current headquarters. During his youth, Krystal restaurants were a favorite place to meet friends, listen to music, and enjoy delicious slips, shakes, and sides, just as the brand has done for generations of guests. As part of the new partnership, 2 Chainz will collaborate on co-branded restaurant Krystal in the heart of the rapper’s hometown neighborhood, and will also help develop a “Luxe Line” of the brand’s premium food products, to be shown for the first time in his restaurant. Other elements of the deal include creating unique NFT artwork, custom in-restaurant music, and limited-edition merchandise to be available both in-restaurant and online.
“Shins and I grew up in the neighborhood – we both are from the south side of Atlanta. Being able to work with someone from your country who has been so successful is something that means a lot. Having the opportunity to grow this brand, giving back to the areas we belong to, Helping direct a distinctive brand is a special opportunity.Chines is talented, unique, engaged and a true Southerner.Jonathan Childs, founder and operating partner of Golden Child Holdings, one of the brand’s major investors, says, “I can’t wait to see what our partnership will bring.” “We will remind everyone why Krystal is relevant.”
“I can remember that Krystal was part of many pivotal moments in my childhood and teenage years. Some of my best moments have become even better by going to Krystal, and I am a lifelong fan,” adds 2 Chains of his own goals of the partnership. “I want everyone to feel that too, and I can’t wait to put Krystal in the spotlight she deserves.”
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