US-based quick service restaurant (QSR) chain The Krystal has selected customer analytics firm Buxton to support expansion across the country.

As part of the deal, the customer analytics firm will assist the restaurant chain to explore new opportunities to expand its presence across current and new market expansion zones.

Buxton will also focus on assessing existing locations to identify suitable locations for investment, redevelopment or relocation.

The Krystal chief real estate officer Mike Wood said: “We are excited to partner with Buxton as we take the next steps to strategically grow our business.

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“We believe Buxton’s analytics will be an important asset in helping us to reach our full potential.”

In addition, Krystal will have the option to access the web-based Buxton Analytics Platform to score potential sites, visualise market data and run reports to support its company and franchise growth strategy.

“We believe Buxton’s analytics will be an important asset in helping us to reach our full potential.”

With this deal, Krystal joins various organisations currently using the Buxton Analytics Platform as a pre-screening tool for real estate location and market planning decisions.

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Krystal president and CEO Paul Macaluso said: “As we have recently launched our efforts to bring new franchisees into the brand, we recognised the tremendous value that the Buxton Analytics Platform will have in helping to attract prospective franchisees, accelerate their development cycle and ultimately assist in their successful and profitable growth.”

The Krystal currently operates more than 350 restaurants in 11 states across the southern US. It is based in Chattanooga, Tennessee, and has a Restaurant Support Center in Atlanta with 7,500 employees.

In January, fast-casual restaurant chain Chicken Salad Chick selected Buxton for consumer analytics to enhance the brand’s market planning strategy.