While other chains are trying to go “bigger,” Krystal is using its traditional “think small” philosophy to completely reinvent the quick-service standard of value. With its all-new “More for $4” deal that started on November 28, Krystal is offering guests more food than ever before—two Krystal burgers, two boneless wings, a side of fries, Coca-Cola drink, and a cookies made with premium Ghirardelli chocolate—at a price that couldn’t be smaller. It’s a strategy the brand has been working toward for some time.

“Everyone loves the variety you can get at Krystal, and we wanted to find a way to give our guests a taste of everything we know they love,” says Alice Crowder, vice president of marketing for The Krystal Company. “This is easily the most aggressive deal we’ve ever put together and we love that we can offer guests Krystals, wings, fries, a drink and a cookie all for only $4.”

The boneless wings featured in the deal can be ordered plain, or tossed in the chain’s tangy BBQ or spicy Buffalo sauce. The newest item in the meal is a chocolate chip cookie made with real Ghirardelli chocolate for a sweet finish sure to satisfy.

“Our guests enjoy mixing and matching their favorite items,” Crowder says. The fact that the entire meal deal costs $4 stands in sharp contrast to average quick-service value pricing that hovers between $4.75 and $7.50 for a standard sandwich-fries-drink combo, with dessert options available at an additional cost.

“We all need our dollars to go further these days, especially with the holidays rapidly approaching,” Crowder says. “$5 may sound like a good deal, until you look closer at what you’re actually getting for that price. We’re confident that More for $4 will be the kind of value guests really appreciate.”

More for $4 will made its debut at all participating restaurants on November 28. The brand has not yet announced an end date for the promotion, which was designed to spotlight everyday value. Krystal also indicated that additional variations on More for $4 may appear later in 2017 based on guest input and response.

Customer Experience, Fast Food, Menu Innovations, News, Krystal