1. Krystal’s ordering counter got a facelift, with new counters and graphics. The point of the redesign was to delineate the ordering and dining areas, thus creating a more comfortable dine-in experience. Photography by Lance Davies

The exterior better communicates the brand, a necessity as Krystal expands into new markets.

The new elements are designed to make Krystal more comfortable for dine-in customers and market the brand more effectively. Softer colors and upscale touches “leave customers with a warm feeling, less distraction and the ability to enjoy the key to our brand—the food,” says Brad Wahl, vice president of marketing at the 400-unit burger concept.

Krystal embarked on the redesign for a simple reason: “It was time for a change,” says Mike Bass, Krystal's senior vice president of administration. The company chose to remodel an 8-year-old store in Scottsboro, Ala., due to its proximity to Chattanooga, strong sales volume and seasoned management team.

The most significant architectural difference is a low wall that divides the dining room from the ordering area. While the wall doesn't obscure sight lines, it does create boundaries between the busy ordering space and the dining room. “You can focus on the eating and dining experience, and you're not annoyed by the noises and sight of the kitchen,” says Wahl. A cluster of yellow trapezoids suspended from the ceiling also visually separates the two areas.

A collection of upscale finishes improves the dine-in experience; it's a trend among QSR operators, says Kathy Diamond, principal of Scottsdale, Ariz.-based Kathy Diamond Design Associates and longtime Krystal design partner. Diamond says her challenge with Krystal was to “choose wisely” and spend money in areas crucial to the guest experience.

2. Stainless-steel trim on tabletops and chairs lends a contemporary feeling to Krystal’s dining room, as do warmer colors.

3. A glass-tile mosaic and new counter spiff up the beverage bar; it was the most expensive element in the redesign, according to Krystal executives.

4. A red-glass tile border now surrounds the mural, making it a focal point in the front of the house.

5. A low wood-and-glass wall divides the ordering area from the dining area; the separation has increased in-store dining at the location, Krystal executives say.

Diamond made liberal use of glass, installing sparkly white tiles behind the ordering counter and a decorative mosaic of red, black and yellow glass tiles on a white background behind the self-service beverage counter. Decorative metal strips, in different colors and patterns, also appear frequently, running around tabletops, on chair backs and framing the menu board.

Diamond also redid the lighting package, replacing harsh tube lighting with recessed fixtures that can take either fluorescent or incandescent bulbs. Decorative pendants complete the lighting package.

For flooring, Diamond specified light-gray and charcoal porcelain tile for the ordering area and mottled-red carpet tiles for the dining area. Diamond has since reconsidered the carpet pattern. “Even though it's a really heavy pattern, it's just showing a lot of traffic,” she says. The new pattern, a smaller one, will appear in the second iteration of the remodel, which was scheduled to open in San Antonio, Texas, in July.

Krystal has also redone its exterior, adding marketing elements that will be crucial as the chain moves into new markets such as San Antonio.

For instance, a black band emblazoned with menu descriptors runs around the perimeter of the building, accompanying a marquee that says, “burgers.” “They wanted something on the building to easily identify Krystal and the product,” Diamond says. The black banner repeats in the dining room.

Two flat-screen televisions in the dining room serve dual purposes. One, tuned to an all-news station, is for entertainment. The other displays Krystal marketing materials. Currently, it's introducing customers to desserts and other dayparts, and Wahl says the chain is exploring more uses for it.

As extensive as it was, the remodel of the Scottsboro store cost only about $100,000. Wahl says new stores featuring the design will cost about $1 million to construct, about the same as older stores, adjusted for inflation and rising construction costs.

Adjustments made in the name of value engineering will be minimal. For instance, Wahl says he'd like to take 15 percent of the cost out of the beverage bar, outfitted with the mural and a new black Corian top. According to Diamond, the cost of the bar will drop naturally, a function of volume purchasing, once the chain starts rolling out the new design.

The Scottsboro store was closed a week before reopening this past spring. Due to the concept's cult-like status in that market, persuading customers to return wasn't difficult: “We opened the doors,” Wahl jokes. He adds that a grand reopening and an open house helped introduce the new design to customers.

So far, customers “love” the redesign and are dining in more often, Wahl says. The location has seen a 15 percent boost in in-store dining. Traffic counts overall have risen as well, but the company doesn't have specific figures.

This current design will hold for the next year or two, then it'll be time to refresh again. Indeed, Krystal executives are already looking forward to that time.

“You've gotta be at least two years ahead of the curve,” Bass says.