Article
How Johnny Rockets is selling franchisees on 'fun'
The chain's new CDO chats about how the brand is making a push toward recruiting franchisees.
March 6, 2014 by Cherryh Cansler — Editor, FastCasual.com
Johnny Rockets is in full-blown growth mode, said James Walker, who took over in December as chief development officer for the brand. Although it has more than 300 units in 26 countries, it has never pushed hard to recruit franchisees; Walker is changing that.
"We want to grow as quickly and as prudently as possible," said Walker, who plans to represent the brand this year at 23 franchise shows in hopes of spreading the word that Johnny Rockets is looking for partners. "We've found that people just had no idea they could have one of our franchises; it seems they thought they were corporate owned. They were big fans of the brand but didn't know until now that they could be a franchisee."
That pent-up demand has put the brand in a great position to find top-notch franchisees, Walker said.
"We've had some really sophisticated franchise candidates approach us once they've found out it's a possibility," he said.
A sophisticated candidate, in Walker's opinion, is someone who may already own other successful franchisees and wants to add Johnny Rockets to his or her portfolio. Although sophisticated candidates are exciting to work with, single-unit owner/operators will not be turned away. In fact, Walker believes they are just as important for the success of the business.
"I absolutely love the idea of a couple running one store and making it their livelihood," he said. "What's better than that — to have someone who loves your brand that much running (a unit)"
Growth: By the numbers
The brand will open 48 new units by the end of the year and 200 to 300 within the next three to five years, Walker said. That growth will occur domestically and internationally. For example, Texas and Hawaii are two states in which the brand is concentrating, but it's looking outside the U.S., as well. This week it opened its second India location and is now working to sell rights in China and S.E. Asia.
No area is off limits. Walker's strategy is to open in "fun" markets, which he describes as anywhere people go to have a good time. Locations could include river walks, beaches, malls, parks, etc.
"We're not just selling hamburgers," Walker said. "We are selling 'fun.'"
About Cherryh Cansler
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