Krystal Opens First New Jersey Restaurant in Union With Victor Cruz
Krystal opens its first New Jersey and Northeast restaurant in Union backed by former Giants star Victor Cruz, featuring an NJ-exclusive menu. Read the full story.
Prajakta Sanjay Warwadkar 
UNION, N.J., June 5, 2026 — Southern quick-service chain Krystal opened its first New Jersey restaurant on June 4 at 2210 Route 22 in Union, marking the brand's debut in the Northeast and the first of up to five locations that franchise partner and former New York Giants wide receiver Victor Cruz plans to develop across the region. The new location introduces an exclusive New Jersey-inspired menu lineup developed by Cruz alongside Krystal's full value-forward offering of sliders, burgers, chicken sandwiches, tenders and breakfast items.
The Krystal New Jersey opening at Union represents a significant milestone in the Atlanta-headquartered chain's ongoing turnaround effort, which has centered on modernizing its brand identity, updating restaurant prototypes and expanding beyond its Southeast roots for the first time in its 94-year history. The Union location will employ more than 65 workers, with job openings available across restaurant operations and opportunities for growth as the brand extends its regional footprint.
Krystal New Jersey Location Features Victor Cruz's Exclusive Local Menu
Central to the Union restaurant's identity is a set of menu items developed specifically for the New Jersey market in collaboration with Cruz, a Paterson native who said the opening reflects his personal investment in the communities where he grew up. The exclusive lineup includes Cruz Sauce a sofrito mayonnaise available on any menu item alongside a Taylor Pork Roll Slider, Tres Leches Glaze Bombs, a Tres Leches Milkshake, Yuca Fries and a Cruz Blue Milkshake.
The Taylor Pork Roll Slider draws directly from New Jersey's most recognizable regional food tradition, signaling that Cruz and Krystal designed the location's exclusive offerings to resonate with local identity rather than simply transplant a Southern menu to a Northern market.
Cruz, who retired from professional football in 2018 and has since worked as a sportscaster and pursued business ventures including a strategic advisor and brand ambassador role with Hoboken-based sports betting exchange startup ProphetX, said the Union location carries personal significance rooted in his upbringing.
"North Jersey raised me, and that means something. People here have high standards for food, for authenticity, for places that actually feel like part of the neighborhood. That's why I've been involved from day one, right down to helping craft menu items made exclusively for this location. This community deserves something built with them in mind, and that's exactly what we did."
— Victor Cruz, Franchise Partner, Krystal Union
Krystal COO Calls New Jersey Opening a Major Milestone for the Brand
Krystal Chief Operating Officer Amanda Hyde described the Union debut as a defining moment for the chain's Northeast ambitions, crediting Cruz's local knowledge as a critical factor in the opening's preparation.
"Opening our first restaurant in New Jersey is a major milestone for Krystal and an important next step for the brand. Krystal has always had fans beyond the South, and now we're proud to introduce the full experience to the Northeastern community. Victor has been an incredible partner throughout this process because he understands this market personally and brings passion and authenticity to this opening."
— Amanda Hyde, Chief Operating Officer, Krystal
The franchise agreement between Cruz and Krystal was originally announced in December 2021, calling for up to five "Victor Cruz's Krystal"-branded locations across the region. Weather-related construction delays pushed the Union grand opening past an earlier winter 2025 target. A second Krystal location in Paterson Cruz's hometown had a lease signed in mid-2023 but has not yet opened.
Krystal's Northeast Push Follows Bankruptcy Recovery and Brand Modernization
Founded in 1932, the Tennessee-born drive-thru 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. The chain filed for Chapter 11 bankruptcy in May 2020 before a SoftBank-owned investment group acquired it for $48 million. Krystal now operates nearly 300 locations across 13 states, with the Union opening representing its first presence in the 14th state and its first step outside the South.
The brand's current leadership has positioned the Union opening as evidence that Krystal's recovery has progressed far enough to support geographic diversification and that a celebrity franchise partner with authentic ties to the target market offers the right foundation for building a loyal customer base in an unfamiliar region.
Grand Opening Celebration Planned for June 17
Krystal plans a formal grand opening celebration for the Union location on June 17, featuring a ribbon-cutting ceremony with Cruz, local elected officials and chamber representatives at 10:45 a.m., followed by giveaways, community activations and Krystal's signature sliders served fresh off the grill from 11 a.m. to 1 p.m. New members who join the Krystal loyalty program receive two free Krystal burgers and a standing $3 off any $12 purchase. For broader context on the fast-casual and quick-service restaurant landscape across the Northeastern United States in 2026, BBC Good Food covers the evolving dynamics of American fast food culture and regional food traditions.
Read more: Dining Out Trends 2026: Why People Prefer Dining Out Over Cooking More Than Ever
Rise of Experience-Based Restaurants: Why Are They Taking Over Dining?
