Today the company hosts the only world hamburger eating contest officially sanctioned by Major League Eating, the world governing body of all stomach-centric sports. Touring across the South each fall, Krystal holds qualifying contests where locals compete for a final seat at the Krystal Square Off World Hamburger Eating Championship. At the World Championship Finals, all eyes are on Chattanooga as spectators from across the globe come to witness the world's top eaters as they compete for the coveted title and cash prizes. In 2009, it was once again the world's most famous eater, Takeru Kobayashi, who captured the Krystal Square Off title. Ever committed to honoring more than 77 years of tradition, Krystal is also keeping an eye to the future as the company invests in new restaurant designs, develop new, unique menu items and expand into new markets across the South – upholding its legacy as a Southern icon by offering that one-of-a-kind taste and the personal connection that you can't find anywhere else.