A Southern quick-service restaurant chain backed by Paterson native and former New York Giant Victor Cruz is making its New Jersey debut.
The location will also mark Krystal‘s first outpost in the Northeast. The eatery is scheduled to open March 2 at 2200 Route 22 in Union.
Founded in 1932, the Tennessee-born chain 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 declaring Chapter 11 bankruptcy in May 2020, a SoftBank-owned investment group acquired Krystal for $48 million. The brand is now in the midst of a broader turnaround effort. As part of that, Krystal is focused on modernizing, rebranding and expanding beyond its roots in the Southeast.
Krystal’s footprint of nearly 300 locations spans about a dozen states.
The Union location comes as part of a franchise agreement announced in December 2021. Cruz plans to develop up to five “Victor Cruz’s Krystal”-branded locations in the region. In mid-2023, Cruz signed a lease for a Krystal location at 211 Main St. in Paterson; however, the spot has yet to open.
‘This is home’
Cruz’s seven-year career with the Giants included a victory in Super Bowl XLVI and Pro-Bowl appearance in 2012. Since retiring from professional football in 2018, the former wide receiver has served as a sportscaster for several major outlets.
“Bringing Krystal to New Jersey isn’t just a business milestone, it’s personal for me,” said Cruz. “This is home. I’ve always believed in showing up, working hard and giving back to the community that shaped me. Now I get to bring a brand I love to the place that raised me, and I can’t wait to share it with friends, neighbors and a whole new generation of fans.”
Along with Krystal’s full menu of value-forward favorites, the Union restaurant plans to introduce limited-time offerings inspired by Cruz.
Krystal Senior Director of Marketing Kaitlin Kees added, “Bringing Krystal to New Jersey reflects the momentum we’ve built and our confidence that Krystal’s food and guest experience resonate well beyond the South. Partnering with Victor – a football legend with deep New Jersey roots and a genuine love for the brand – makes this opening especially meaningful.”
As Krystal prepares to launch in Union, the brand is hiring workers for all shifts. In-person hiring events will take place at the restaurant Feb. 11–12 from 10 a.m. to 5 p.m. and Feb. 17–20 from 10 a.m. to 5 p.m. Jobseekers must bring a valid ID and Social Security number, according to the chain.
2200 Route 22, Union:
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