50 Great Ideas

Building a better box

Most chains engage consultants to develop new packaging, but Krystal went right to the experts—its customers. Last spring, the Chattanooga, Tennessee-based burger chain asked patrons to submit their own graphic designs for the signature burger’s package. Promoted through in-store POS and social media, Krystal’s Design a Box contest received over 4,000 submissions “We have a passionate, almost cult-like following,” notes Vice President of Marketing Brad Wahl. The three most creative customers were invited to Krystal headquarters for the unveiling of their designs.

The promotion was not so much aimed at driving sales, says Wahl, as at building its customer database and gaining Facebook friends—it now boasts close to 100,000 fans.

The promotion was so successful that Krystal execs recently followed up with a Design a Shirt contest. “It’s a powerful tool to help separate ourselves from the competition,” points out Wahl.

#50 | Using your noodle

#49 | Eat a pita, feed a kid

#48 | Ask the staff chaplain

#47 | I’ll be calling you

#46 | Rolling in dough

#45 | Fried chicken flies the coop

#44 | A penny for your calories

#43 | Better than a lobster bib

#42 | Bending the bento

#41 | Billboard redux

#40 | Dining at the fountain of youth

#39 | Building a better box

#38 | Roll out the barrel

#37 | Mochi Madness

#36 | A toast to Belgium

#35 | Screening employees on the screen

#34 | An Olive Garden customer sat here

#33 | Setting the e-table

#32 | The buck strolls here

#31 | Gin game

#30 | Childhood revisited

#29 | Moveable feast

#28 | Certified gluten free

#27 | Buy a car, eat a meal

#26 | Locating the best Happy Hour

#25 | Local broadcast

#24 | Tabletop taps

#23 | Double the pleasure

#22 | The three Bs

#21 | Cocktails to amuse

#20 | Fans of the grape

#19 | Whole animal accessorizing

#18 | Translucent menus

#17 | Have oven will cater

#16 | Allergic interaction

#15 | Greener produce

#14 | Competing to win at weight loss

#13 | Space saver

#12 | Test kitchen=test market

#11 | Be my guest

#10 | Plug in and eat up

#9 | Rx for pilferers

#8 | Hands free—and clean

#7 | Some like it too hot

#6 | Chicken fried steak gets its day

#5 | The staff that reads together…

#4 | Twinkle toast

#3 | Stick with this

#2 | Stamp of approval

#1 | From seed to fork

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Building a better box

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