From Paterson to Route 22: Victor Cruz Brings a Southern Fast-Food Icon Home to New Jersey

New Jersey’s fast-casual dining landscape is about to gain an unexpected—and deeply personal—new arrival, as former New York Giants star Victor Cruz prepares to open the state’s first-ever Krystal restaurant in Union, marking the brand’s official entry into the Northeast.

Set to open March 2 at 2200 Route 22, the Union location represents more than just another national chain crossing state lines. It signals a bold expansion move for one of the South’s most recognizable quick-service brands and a hometown investment by a New Jersey native whose post-football career continues to take on new dimensions.

For Cruz, who grew up in Paterson and became one of the most celebrated wide receivers in Giants history, the opening carries emotional weight alongside its business ambition. While he is now widely known as a national broadcaster and media personality, this project reflects a deliberate decision to bring opportunity, jobs, and a recognizable brand back to the region that shaped him.

The Union restaurant will become the first Krystal outpost in the entire Northeast corridor, introducing a concept that has traditionally been rooted in the Southeast and lower Midwest to an entirely new audience of diners. Founded in 1932 in Tennessee, Krystal built its reputation on its iconic square sliders, steamed buns, and no-frills comfort food served fast and affordably. Over the decades, the menu has evolved to include classic cheeseburgers, chicken sandwiches, tenders, hot dogs, corn dogs, fries, tater tots, breakfast offerings, and a growing lineup of desserts.

For New Jersey consumers accustomed to regional burger institutions and global fast-food giants, Krystal’s arrival adds a distinctly Southern flavor to the local mix—one that blends nostalgia for longtime fans with curiosity from first-time visitors.

The Union opening is part of a larger regional franchise agreement that Cruz signed to develop up to five “Victor Cruz’s Krystal” restaurants in the area. The partnership positions him not merely as a celebrity ambassador but as an active franchise owner invested in long-term brand growth throughout North Jersey.

That strategy already includes plans for a Paterson location at 211 Main Street, a site Cruz leased in mid-2023. While the Paterson restaurant has not yet opened, the Union debut now serves as the official launch point for the broader New Jersey expansion.

For a state whose dining culture thrives on variety—from family-owned diners and independent chefs to high-profile national brands—this opening underscores how celebrity-backed franchises are becoming a growing part of the region’s food economy. It also places New Jersey squarely on the expansion map for chains historically concentrated far to the south.

Krystal itself is in the midst of a significant national transformation. After filing for Chapter 11 protection in 2020 during one of the most turbulent periods in restaurant industry history, the brand was acquired for $48 million by an investment group owned by SoftBank. Since then, the company has embarked on a comprehensive turnaround strategy focused on rebranding, modernizing restaurant designs, streamlining operations, and selectively expanding beyond its traditional geographic footprint.

Today, Krystal operates nearly 300 locations across roughly a dozen states. Company leadership has made it clear that the next phase of growth is not simply about opening more units, but about reshaping how the brand looks, feels, and performs in a highly competitive quick-service market.

The Union restaurant reflects that shift. The design, service flow, and guest experience are intended to align with contemporary fast-casual expectations, while preserving the menu identity that made Krystal a household name across generations of Southern diners.

In addition to the full core menu, the Union site is expected to feature limited-time items inspired by Cruz himself, offering a localized twist that further ties the restaurant to New Jersey and to its high-profile franchise partner.

For Cruz, the decision to invest in the brand is rooted in more than nostalgia or commercial opportunity.

He has described the opening as a personal milestone, emphasizing that New Jersey is home and that the community played a central role in his journey from local football standout to Super Bowl champion. His professional career with the New York Giants spanned seven seasons, highlighted by a Super Bowl XLVI victory and a Pro Bowl selection in 2012. Since retiring from professional football in 2018, he has built a second career as a national sportscaster and analyst across several major media platforms.

That public profile now becomes a powerful vehicle for introducing Krystal to a market that has never before had access to the brand.

From a business standpoint, the Northeast represents uncharted territory for Krystal, making the success of the Union location closely watched by franchise developers and restaurant analysts alike. Industry observers often view first-in-market openings as critical test cases, particularly in densely populated regions where real estate costs, labor competition, and consumer expectations are notably higher than in many traditional quick-service strongholds.

The company’s leadership has signaled strong confidence that Krystal’s value-driven menu and recognizable flavors will resonate with New Jersey customers, especially in suburban and commuter corridors like Route 22, which draw heavy daily traffic and a broad cross-section of diners.

Behind the scenes, Krystal is also undertaking a significant refranchising initiative, with plans to transition approximately 100 to 150 company-owned restaurants to franchise operators as part of its broader fleet revitalization strategy. The move is designed to accelerate localized ownership, increase operational efficiency, and position the brand for more agile regional growth—making high-visibility partnerships such as the one with Cruz particularly strategic.

As the Union opening approaches, the restaurant is actively recruiting employees for all shifts. In-person hiring events are scheduled to take place at the location on February 11 and 12 from 10 a.m. to 5 p.m., as well as February 17 through 20 during the same hours. Applicants are required to bring valid identification and a Social Security number. For the Union community, the opening adds not only another dining option but a new source of local employment along one of the township’s busiest commercial corridors.

The debut also arrives at a moment when New Jersey’s restaurant scene is evolving rapidly, shaped by post-pandemic dining habits, delivery-driven models, and increasing interest in regional and experiential concepts. Whether diners are seeking familiar comfort food or new chains making their Garden State premiere, the arrival of Krystal adds another layer to the state’s dynamic food culture. Readers looking to explore more of the Garden State’s ever-changing dining landscape can discover additional openings, trends, and neighborhood favorites through Explore New Jersey’s restaurant coverage.

For Victor Cruz, the Union restaurant is only the beginning. If the launch proves successful, his multi-unit development plan has the potential to introduce Krystal to multiple North Jersey communities—bringing a Southern-born brand into new neighborhoods while reinforcing his commitment to investing back into the state that launched his career.

For Krystal, the opening represents a symbolic and strategic milestone: a first step northward into a competitive, high-visibility market that could redefine the brand’s future footprint. And for New Jersey diners, March 2 marks the arrival of a new fast-food experience—one rooted in nearly a century of history, but reshaped for a new generation along Route 22 in Union.