CHATTANOOGA Tenn. Krystal, the 384-unit, quick-service burger chain, rolled out Monday a new energy drink to all of its stores.
Called the Krystal Blitz, the beverage is available in lemon-berry flavor and comes frozen or on the rocks in a 20-ounce cup. Other flavors are not immediately planned, but are being discussed for future rollouts, officials said.
The on-the-rocks version of the drink sells for $1.99 and the frozen variety is priced at $2.49.
According to Brad Wahl, vice president of marketing, the drink, which is a permanent menu item, is intended to appeal to 16- to 24-year-old males.
“The Blitz is geared much more toward the young energy drink user — the ones using that extra energy boost to stay up longer, stay awake,” he said.
Wahl added that the chain anticipates the drink “will be a transaction driver, giving [guests] another reason to try the brand.”
Based in Chattanooga, Krystal restaurants are located primarily in the southeast.
Contact Elissa Elan at [email protected]