Fast Food Icon Offers Breakfast In A Bowl

Fast Food Icon Offers Traditional Plate Breakfast In A Bowl For Customers On The Move

CHATTANOOGA, TENN, (Wednesday, May 14, 2003) - Krystal, the oldest fast food restaurant chain in the Southeast, has taken a traditional plate breakfast and put it in a bowl with the introduction of its new Scrambler, a stack of scrambled eggs, grits, sausage and two slices of cheese served in a bowl. The Scrambler is currently available at all Krystal restaurants and retails for $1.99, plus tax.
"After making breakfast for our customers for more than 70 years, we understand how they want their breakfast served," said Phil Sanford, chief executive officer, The Krystal Company. "The new Scrambler allows our customers to enjoy a traditional plate breakfast in their car, at their office or anywhere they want. Krystal has always been known for offering one-of-a-kind menu items, and the Scrambler certainly falls into that category. Offering breakfast in a bowl is a simple concept and we think we've got something special."For years, Krystal has been an industry leader in serving traditional plate breakfast, and remains the only fast food chain where customer can get eggs cooked to order. The concept for the Scrambler was inspired by the popularity of the plate breakfast and the eating habits of Krystal customers. Krystal noticed that many of its customers were mixing the items of their traditional plate breakfast together to combine the tastes in each bite. The ingredients in the Scrambler are stacked up in the bowl, allowing customers to eat the product in layers or mix it together."The Scrambler is a great example of how we watched and listened to our customers," said Fred Exum, president and chief operating officer, The Krystal Company. "It allowed us to take our heritage, uniqueness and competitive edge in plate breakfast and create a new product that fits with the behavior and needs of our customers."

With nearly 70 percent of its business coming from the drive-thru, Krystal developed the Scrambler to give its customers a popular dine-in menu option in a convenient and easy-to-eat format. Recognizing that many customers don't have time to eat a traditional breakfast but stillcrave something fresh and hot, Krystal has created an ideal breakfast option for people on the go. The Scrambler is also available to dine-in customers.

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