Listen to this article

The basics:

• Krystal opens first NJ – and first Northeast – location in Union
• Former Giants star Victor Cruz developing up to 5 regional locations
• Restaurant features exclusive NJ-inspired menu items created with Cruz
• New location expected to employ more than 65 workers

A Southern quick-service restaurant chain backed by former New York Giant and Paterson native Victor Cruz is making its New Jersey debut.

Located at 2210 Route 22 in Union, Krystal opened June 4 as the brand’s first Northeast outpost.

Founded in 1932, the Tennessee-born drive-thru offers a wallet-friendly menu of items such as sliders, burgers, chicken sandwiches, tenders, hot dogs, corn dogs, fries and tater tots. It also serves breakfast and desserts.

After it declared Chapter 11 bankruptcy in May 2020, a SoftBank-owned investment group acquired Krystal for $48 million. The chain is now in the midst of a broader turnaround effort focused on modernizing, rebranding and expanding beyond its Southeast roots.

Krystal has nearly 300 locations across 13 states.

Southern hospitality

The Union location is part of a franchise agreement announced in December 2021. The deal calls for Cruz to develop up to five “Victor Cruz’s Krystal”-branded spots in the region.

Although it was originally set to launch last winter, weather-related construction delays pushed the grand opening timeline back, NJBIZ previously reported.

It is unclear whether Cruz has additional locations in the works. In mid-2023, the brand partner signed a lease for a Krystal location in Paterson but the spot has yet to open.

Since retiring from professional football in 2018, the former wide receiver has served as a sportscaster for several major outlets. The Super Bowl champion’s business interests also include partnering as a strategic advisor and brand ambassador for Hoboken-based sports betting exchange startup ProphetX.

Commenting on the reveal of his first Krystal, Cruz said, “North Jersey raised me, and that means something. People here have high standards for food, for authenticity, for places that actually feel like part of the neighborhood. That’s why I’ve been involved from day one, right down to helping craft menu items made exclusively for this location.

“This community deserves something built with them in mind, and that’s exactly what we did.”

Local flavor

Along with Krystal’s full menu of value-forward favorites, the Union restaurant offers an exclusive New Jersey-inspired lineup developed by Cruz, the company said.

Highlights include:

• Cruz Sauce, a sofrito mayonnaise available on any menu item
• Taylor Pork Roll Slider
• Tres Leches Glaze Bombs
• Tres Leches Milkshake
• Yuca Fries
• Cruz Blue Milkshake

Krystal Chief Operating Officer Amanda Hyde shared, “Opening our first restaurant in New Jersey is a major milestone for Krystal and an important next step for the brand. Krystal has always had fans beyond the South, and now we’re proud to introduce the full experience to the Northeastern community.”

She went on, “Victor has been an incredible partner throughout this process because he understands this market personally and brings passion and authenticity to this opening.”

According to the company, the site will employ more than 65 workers. Krystal noted that positions are available across restaurant operations and there are “opportunities for growth as the brand expands throughout the region.” Job openings are available here.

Party on

Krystal plans to celebrate its first New Jersey restaurant with a June 17 event.

Krystal in Union:

Festivities will include a 10:45 a.m. ribbon-cutting ceremony with Cruz, local elected officials and chamber representatives. There will also be giveaways, community activations and Krystal’s signature sliders served fresh off the grill from 11 a.m. to 1 p.m.

Customers are encouraged to sign up for Krystal’s loyalty program to earn points and unlock app-only meal bundles. According to the chain, new members will receive two free Krystal burgers and a standing $3 off any $12 purchase.