ATLANTA — Krystal said Tuesday it had a deal with Atlanta rapper and entrepreneur 2 Chainz to make him their head of creative marketing, in what they characterized as a first for their industry.
The Atlanta-based fast-food chain known for its hamburger sliders said 2 Chainz will be "leading the creation of multiple new platforms and partnerships, including menus, merchandising and co-branded restaurants in the brand's hometown of Atlanta."
Other initiatives, according to a release, will include a "Luxe Line" of more premium food options as well as "the creation of unique NFT artwork, custom-curated in-restaurant music, and limited-edition merchandise to be made available in-restaurant and online."
The partnership comes ahead of the anticipated release this week of his new album "Dope Don't Sell Itself."
11Alive's SkyTracker found a Krystal in Midtown Atlanta where preparations are already underway to roll out the new partnership.
In a statement, 2 Chainz said Krystal was a hangout spot for him in his youth that became "part of so many moments of my childhood and teen years."
"Some of my best moments were made better by going to Krystal, and I'm a fan for life," he said. "I want everyone to feel that, too, and can't wait to put Krystal in the spotlight it deserves."
The fast-food chain said 2 Chainz is a great fit for this new partnership.
“As someone who grew up in the South and understands Krystal’s place in culture and community, 2 Chainz is a perfect partner for adding to and amplifying our brand message,” Thomas Stager, Krystal's president, said in a statement. “There is an authenticity in this relationship that reflects our own deep pride in and commitment to the brand and our communities, and we know 2 Chainz has his own equally deep personal connections to Krystal. Together, we will bring the feeling and flavor of Krystal to as many new fans as possible.”