Charlamagne Tha God has struck a new agreement with Krystal Co. to bring several locations to his hometown.
The new deal is a part of Krystal’s rebranding strategy, which has involved the help of several other big names to bring revenue to the once-stagnant chain. In the greater Charleston area, Charlamagne and his wife, Jessica Gadsen-McKelvey, will launch six franchises. This will mark the first time since 1996 that Krystal will be present in Charleston. Currently, there is only one location in Aiken, South Carolina.
Before jumping into the deal, Charlamagne consulted with fellow franchise owner 2 Chainz, who was named Krystal’s head of creative marketing. He says the rapper inspired him to get involved with the Atlanta-based burger joint in a deal valued at nearly $12.5 million.
The Breakfast Club host explained that he and his wife had been interested in getting into the fast food business for a while but wanted the perfect situation to come along before taking that leap. Therefore, when Krystal made an offer, the couple decided it was too good to pass up.
“We were just waiting on the right opportunity, and I just really love the direction that Krystal’s is going in,” the 44-year-old shared.
Charlamagne and his wife’s inaugural location will be in their childhood hometown of Moncks Corner. Hungry fans can expect the doors to open next year.
Krystal has spent months attempting to generate renewed interest, relaunching their franchise program for the first time in fifteen years. As part of the initiative, the chain established a multi-location deal with retired pro football star Victor Cruz.