Industry News | January 10, 2005
Krystal Launches New Chicken Sandwich and Promotion
Customers can order their favorite Chik a la carte, as part of a combo meal, or even as a Chik Trio Combo, which includes one of each Chik served alongside french fries and a beverage.
“While the Famous Krystal hamburger has been the cornerstone of the Krystal brand for the past 72 years, our Original Krystal Chik sandwich has fast become one of our core and best-loved products, and our Chik Trio builds upon its success,” says Fred Exum, chief executive officer, The Krystal Company. “Our customers always appreciate the variety at Krystal, and the Chik Trio provides exactly that.”
A 100-percent white chicken breast filet serves as the centerpiece of all three sandwiches, yet each has its own specific taste profile. Rounding out the Chik Trio and the latest to the lineup is the new Chik Club. Expanding upon the rich flavor of the Original Krystal Chik, the Chik Club features crispy bacon, tomatoes, cheese and fresh lettuce.
The introduction of the Krystal Chik Trio will be supported by local television and radio advertising that employs Krystal’s “copy free” approach. The television spots feature real Krystal customers filmed on location in Tampa, St. Petersburg, and Clearwater Beach talking about the product in their own words. Krystal’s radio advertising for the Chik Trio is similarly copy-free, using popular radio personalities in each market who are Krystal lovers and who are encouraged to talk live about their own Krystal experiences rather than reading copy.
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