Atlanta-based fast-food franchise Krystal has named rapper 2 Chainz the company’s new head of creative marketing, the first of its kind in quick-serve restaurants, according to a press release.
The Grammy-winning artist and his team will be responsible for leading the creation of new platforms, partnerships, menus and merchandise in Atlanta.
“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,” President of Krystal Restaurants, Thomas Stager, said in the release. “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.”
2 Chainz will also collaborate with Krystal to open a custom co-branded restaurant in his hometown of College Park, not far from the company’s current headquarters, where he’ll help develop a “Luxe Line” of premium food products for the brand that will be debuted at the restaurant.
“I can remember Krystal being a part of so many pivotal 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,” 2 Chainz said in the release about his own goals for the partnership. “I want everyone to feel that, too, and can’t wait to put Krystal in the spotlight it deserves.
The artist, who has sold more than 8.7 million albums worldwide, will release his seventh studio album, “Dope Don’t Sell Itself,” on Feb. 4 through Def Jam Recordings.
