The Krystal Co. on Tuesday named Casey Terrell its new chief marketing officer.
Terrell replaces Alice Crowder, who was named chief marketing officer last year and who had previously worked for the chain between 2014 and 2018.
Terrell comes to the Atlanta-based Krystal from Focus Brands, where he was the head of digital transformation for the company, which operates chains like Jamba, Cinnabon, Auntie Anne’s and Moe’s Southwest Grill, among others.
He takes over marketing for a chain that was purchased out of bankruptcy in 2020 and has hopes to generate more growth this year.
The company recently signed its first new franchisee in 15 years in former National Football League player Victor Cruz. The company also inked a marketing deal with the rapper 2 Chainz, who is now the company’s head of creative marketing.
Krystal also has a new, smaller prototype that it hopes can ignite its first growth in years.
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