Charlamagne The God just expanded his portfolio, thanks to rapper 2 Chainz. The Breakfast Club host and his wife now own six Krystal restaurants. Charlamagne, whose real name is Lenard McKelvey, and his wife, Jessica Gadsden, plan on opening the doors of their first location in 2023. According to TMZ, the locations will be in the greater Charleston area, with the first being in Charlamagne’s hometown of Moncks Corner, South Carolina.
The restaurants will be co-branded with Charlamagne to curate a custom South Carolina experience. Krystal released a statement expressing its excitement about working with the radio host, The Source reports.
Jonathan Childs, chairman of Krystal Restaurants, stated, “Authenticity and sense of community are important characteristics that we look for in our partnerships. Both Charlamagne and Jessica embody these qualities and we’re ecstatic to bring Krystal to the greater Charleston area and expand our footprint nationally.”
He continued to speak on the intentions of the expansion into South Carolina. “We want the Krystal brand to continue to be part of the culture and fabric of the communities we serve. We look forward to doing so in our own unique Southern style with a little bit of swag. ”
In a press release, Childs also noted the influence of his new franchise owner.
“Charlamagne pushes the envelope nationally by spotlighting important topics in society,” he stated. “At Krystal, we expand the boundaries of QSR with innovative partnerships, marketing, menu, and real estate. We look forward to continuing to do so with Charlamagne.”
Charlamagne decided to jump on board after learning about the brand’s expansion strategy.
“Having grown up in the South, the Krystal brand is an icon for the region,” he said, according to the press release. “I’m excited and honored to be joining forces with them to bring their unique menu to more communities and to help showcase the brand to more audiences.”
Charlamagne joins the brand during its revitalization under the direction of 2 Chainz, the new creative marketing director.
Charlamagne exclusively told TMZ that the rapper “advised” the couple on “strategy.”
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2 Chainz took over the role of creative marketing director in August, hoping to breathe some life into the Southern fast food staple.
When he announced the partnership, the rapper reminisced on what the brand meant to him in his childhood.
“I can remember Krystal being a part of so many pivotal moments of my childhood and teen years,” he said, The Source reports. “Some of my best moments were made better by going to Krystal, and I’m a fan for life. I want everyone to feel that, too, and can’t wait to put Krystal in the spotlight it deserves.”
Blavity announced the launch of the rapper’s most significant campaign in the role.
Chainz linked with social media influencer Brittany Renner to promote the brand’s new “Side Chik” meals.
The campaign played on Renner’s past relationships.
