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TABASCO® Brand and the Krystal Company Paired up to Fire up Menu Sales


When two brands with close to 230 years of combined history decide to team up, you can be certain that the results will be unforgettable. Such was the case when two of the South’s most famous brands–TABASCO® brand and The Krystal Company®–paired up in June of 2016 to create a special Fired Up Menu featuring the hot and spicy flavors Southerners love.


As the name entails, the collaboration allowed Krystal customers to get their meals fired up with a cheese sauce infused with TABASCO® brand Original Red Sauce. And that they did! Flavor-hungry customers used the Fired Up Cheese Sauce on almost every item within the Krystal portfolio. In fact, the restaurant reported more than 10% of fries sold during the promotion had added on a cup of the Fired Up Cheese Sauce, in the highest-performing markets.

To celebrate the partnership, The Krystal Company® commissioned a piece of photo artwork as unique as the partnership itself. The 3D lenticular image, entitled “Southern Squared,” showcased the legendary heritage of the two Louisiana brands in a contemporary format. Krystal became the first corporate group to create a piece of art to be inducted in the TABASCO® Museum. The unveiling was held on Avery Island in Louisiana–the home of the TABASCO® brand–on Thursday, August 4. During the unveiling, guests had the opportunity to experience the flavorful new Fired Up items, which were served from the on-site Krystal Cruiser.

Upon receiving their meals, consumers were also delighted to receive an exclusive coupon for $1.00 off a purchase of any TABASCO® brand Pepper Sauce flavor from their local retailer. Customers also received a coupon for one free Krystal Fired Up Pup, Krystal or Chik® with bacon and jalapeños on their next visit to the restaurant to inspire repeat visits for the LTO and to gauge interest.

A comprehensive media plan was implemented to promote the special, limited-time menu. The plan consisted of targeted pitching, menu sampling, giveaways, direct email blasts, live radio promotions and influential food bloggers. From blogs to broadcast, the promotion was a huge success, resulting in more than 42.5 million media impressions and a press value of more than $1.1 million.

Krystal logo


Founded in Chattanooga, Tennessee, in 1932, The Krystal Company is the oldest quick service restaurant chain in the South. Its hamburgers are still served fresh and hot off the grill on the iconic square bun at more than 350 restaurants in 11 states. Krystal’s Atlanta-based Restaurant Support Center serves a team of 6,000 employees. For more information, visit or or follow the brand on Twitter and Instagram @Krystal.

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