Krystal burger lovers prepare. The Krystal Co. is renewing its World Hamburger Eating Championship, the Krystal Square Off, for a second year, challenging all hamburgers lovers to take on the QSR’s champion Takeru Kobayashi.
The 2005 Krystal Square Off will kick off Sept. 5 in Chattanooga, TN, and stop in 11 cities across six states. To qualify, competitors must eat as many Krystal hamburgers as they can in two minutes. Winners of the regional qualifying events will earn a spot at the world championship event on Nov. 19 in Chattanooga.
During the championship round, contestants will have eight minutes to devour as many Krystals as they can. The top eater will win at least $10,000, the Krystal World Champion’s Belt and a trophy. The QSR plans to increase the 2005 purse for the second square off.
The contest is open to consumers 18 and older. Consumers can register in person at regional qualifiers or online at Krystal.com.
The promotion is designed to elevate the brand and to leave consumers feeling better about the Krystal chain, said Mike Williams, VP-marketing, The Krystal Co. The campaign “reinforces our core position of fun, friends and multiple indulgences,” Williams said.
Kobayashi, a 27-year-old from Japan, took the championship last November after eating 69 2.5-inch, Krystal hamburgers in eight minutes during the first Krystal Square-Off World Hamburger Eating Championship in Chattanooga. More than 1,700 people competed for the title.
To increase brand awareness, The Krystal Co. in March added Kobayski’s likeness to packaging and in-store displays, marking the first time the QSR’s history it has featured a personality on Krystal products (Xtra, March 24).
Internet materials, in-store signage and p.r. will support.
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