Burger chain Krystal named industry veteran Alice Crowder chief marketing officer, the company announced Tuesday.
Most recently, Crowder was the head of menu strategy and innovation for Tropical Smoothie Café. But she served as Krystal’s vice president of marketing from 2014 to 2018.
Krystal Corp. was sold out of bankruptcy in May 2020 to Fortress Investment Group. Crowder will work with the new ownership group to “drive relevance and preference for Krystal and its famous square burgers,” the Atlanta-based chain said in a statement.
“We have an aggressive growth plan at Krystal, and Alice will be instrumental in ensuring we meet our goals,” brand President Tom Stager said in a statement. “Her restaurant industry insight, especially with Southern brands, and layered on top of her packaged-goods leadership foundation, makes her uniquely qualified to bring our message to our guests, and to connect with them in new and more relevant ways.”
Krystal filed for federal bankruptcy protection in January 2020.
“I am honored and delighted to be returning to Krystal, a brand which I’ve always associated with joy and fun in the places I’ve called home,” Crowder said in a statement. “Our guests are going to be seeing us and interacting with us in completely new ways—ways that they tell us are meaningful to them …”