published Tuesday, July 21st, 2009

Krystal rushes energy drink to counters, skipping marketing tests

  • photo
    Staff Photo by Lesley Onstott George Cherry, a marketing summer intern at Krystal, sips on the new Blitz energy drink that Krystal is releasing on Monday. This is the first energy drink created and sold by a fast-food restaurant.

Krystal is giving the power to the people with its new drink, the Krystal Blitz.

Krystal officials claim that the drink is the first energy drink to be introduced by a fast-food business, and is available in Krystal restaurants.

Brad Wahl, Krystal's vice president of marketing, said that the company was so confident about the product that it didn't feel the need to do test marketing.

"We watched the beverage industry and found that energy drinks were a major category," he said. "It piqued our interest. That took us the to the research stage."

Krystal contracted with Monin, a company that makes all of the flavorings for the Krystal Freezes, to develop the formula for the Blitz.

Becky Conner, director of research in the Krystal test kitchen, said it took nearly nine months to come up with the right flavor combinations.

"Monin had never done anything like this before and had to experiment getting correct proportions," she said. "We worked with them to come up with flavor profiles"

The resulting flavor is lemon-berry, a sweet-tart drink good for any time of day. Other flavors will be rolled out, Mr. Wahl added.

Blitz is a specially formulated blend of such ingredients as taurine, guarana, green tea extract, caffeine and pure cane sugar rather than high fructose corn syrup, resulting in two 20-ounce options -- a smooth carbonated drink when combined with Sprite ($1.99) and served with ice or as a slushy frozen drink ($2.49).

"It has enough of the energy drink taste to captivate energy drink drinkers, but it's still a little different," Mr. Wahl said. "It fits our 'Nothing Like It' platform by offering an energy drink that's not in a can and has a little different flavor. We feel good about this. The timing's right, and it was pretty low risk for us."

While the company feels customers of all ages will enjoy the invigorating drink, Krystal is targeting the younger set.

"We think kids will like this option with their fast-food breakfast," Mr. Wahl said.

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KWVeteran said...

Think I'll just stick with their good coffee.

July 21, 2009 at 8:46 a.m.
Mercy_70 said...

Are these people out of their mihds?!!!! Would you give your child a drug that has not been tested for side affects? What do you know about the ingredients in what you give your child? you just can't throw something together on a whim and give it to our kids and think it's going to be a hit...have they taken into consideration the possible allergies someone may have to some of the ingredients? How can the FDA just allow this to happen? What are you people trying to do...destroy our children with your greasy, high cholestorol food? Want to promote something fantastic? Promote healthier foods. Add some vegetarian meals to your menu that are real and healthy. I don't want to see another child go through a self-esteem breakdown because some corporate brainiac wants to boost his profits. Times are getting short as we know it, the world is in for a huge change in ways we can't imagine. When you start targeting our children with your frugal ideas, you tear away a piece of their future possibilities by introducing things to them and not knowing what the affects will be. GET REAL!!!

July 21, 2009 at 3:57 p.m.
Cornrefiner said...

High fructose corn syrup may have a complicated-sounding name, but it’s simply a kind of corn sugar that is nutritionally the same as table sugar.

High fructose corn syrup is not sweeter than sugar; and high fructose corn syrup, sugar and honey all contain the same number of calories (four calories per gram). Whether from cane, beets, or corn, a sugar is a sugar.

Like table sugar and honey, high fructose corn syrup contains no artificial or synthetic ingredients or color additives.

Consumers can see the latest research and learn more about high fructose corn syrup at www.SweetSurprise.com.>

Audrae Erickson President Corn Refiners Association

chatt31 said...

I agree with everyone that has comment so far-- Krystal's has some very very serious issues. They are trying to avoid customer complaints with coming out with new products. Most Krystal's has reduced all employees hours to 22 hours weekly from full-time and if you think about it one can not live on 22 hours weekly. I go to Krystals ususally weekly and it has really dropped in service. From waiting in drive- thru for 25 mins- cars wrapped around the building waiting in drive-thru to the dining room being closed when it is suppose to be open due to not having enough help to operate the store. I think Krystal's need to hire good employees- treat them right so they will stay and then think about new items on the menu. ALL KRYSTAL ONLY THINKS ABOUT IS PROFITS/ LABOR CONTROL--

July 21, 2009 at 5:43 p.m.
stevenmix said...

Energy drinks are currently a $9 Billion industry in the U.S. The only HEALTHY Energy drink gets launched in days thru Facebook and there is a tremendous ground level...high income opportunity available now. Do yourself a favor and check out indydrink.com Many Hollywood celebs and Sports personalities have just come on board. If you've ever imagined what true residual income looks like...this is it.

July 22, 2009 at 6:41 a.m.
realtime said...

Mercy, Mercy. There are no drugs in this drink. I have tried one myself and it is very good. Kids can get energy drinks anywhere, why pick on Krystal. They have been a favorite if the south for many years. BTW, minds is spelled minds not mihnds. Maybe you should lay off your drugs that cause you to be so spastic.

Krystal Lover forever!

July 22, 2009 at 10:17 a.m.
chatt31 said...

realtime- you must be a Ktystal employee or very close to the President of Krystal's-- Everyone knows you do not put anything out on the market for customers until you have tested the product--especially children. I have no intentions of buying one of these drinks no matter how many reviews say it is great-- Bottom line is Krystals screwed up-- and admitted to it-- they should have tested the product first-- but was in a hurry for the profits---To bad Krystals dont think that much of their employees.

July 22, 2009 at 12:14 p.m.
chaselock said...

Ok Mercy_70 If you think thats energy drinks are a drug...that could harm children...you are clearly mistaken!! This can be no worse than a coke, full Throttle or ICEE! If you do not want your children drinking this, then dont let them! Think about every energy drink out there that your poor children are exsposed to....I personally can name 100, but for making a point, I will keep the list short. 5 hour energy, 6 hour power, Red bull, full throttle, amp, Nos, Blue Balls...the list goes on and on. In every single one of these drinks the following ingrediants are used: taurine, guarana, green tea extract, caffeine and sugar...oh wow, the SAME ingrediants as a Krystal Blitz!! You my friend must be crazy to suggest something wrong could happen such as a food allergy mishap. I am allergic to ALL NUTS and have been my entire life, I know what I can eat and what I can't. Lets say that Little Debbie didnt test they peanut butter fudge brownie...Hey guess what..I still know that I cant eat it even thought they didnt test it beacuase I know what is in it by the name. If you can't have one energy drink, then my money is that you won't be able to try this one! If you are worried about your kids being exposed to a energy drinks then you need to never let your kids be exposed to civilization...maybe then you can "protect" them from this. And as far as vegetarian meals at McDonalds....no Mercy_70 you GET REAL!!! And for the self-esteem breakdown...whos fault is that?!? If a kid eats too much food at McDonalds and sits around playing video games all day, and as a result puts on too much weight...thats no ones fault but the parents. If you would like to cook a vegetarian meal at home for your kids...great! But don't Blame a fast food corporation for your kids well being...its no ones fault but your own!! Thanks, Chase

July 22, 2009 at 12:49 p.m.
mltoran said...

Wow, ok...so there are a lot of people who are way off base on this. Marketing research has nothing to do with FDA or wether or not Krystal is mistreating it's employees. Basically what the article is explaining is that the company is so confident in their product that they rolled it out without testing it out on a trial market. They were confident that they had a successful product and released it straight to the consumer.

July 22, 2009 at 2:50 p.m.
realtime said...

Ha Ha Chatt31 you must be related to Mercy you can't spell either. Let's all chill and have a Krystal Blitz.

No I'm self employed and do very well, Thank You!

July 22, 2009 at 3:29 p.m.
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