Alice Crowder is the CMO of Krystal, a 300-unit regional QSR operating across the Southeast. The iconic Georgia-based slider chain was acquired out of bankruptcy by Fortress at the beginning of the pandemic and has since transformed itself through the launch of new AI-powered drive-thrus and celebrity-branded locations from former Giants player Victor Cruz. In this episode, we’ll dive into how Krystal A/B tests dynamic drive thru menus, launches new menu items, and is optimizing the drive-thru and off-premise experience.