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Johnny Rockets focuses franchise efforts in Southeast Asia, Hong Kong

Johnny Rockets is focusing its global expansion efforts on developments in Southeast Asia, seeking area developers for expansion into Thailand and Vietnam.

August 24, 2015

Johnny Rockets is focusing its global expansion efforts on developments in Southeast Asia, seeking area developers for expansion into Thailand and Vietnam, James Walker, president of operations and development, said in a company press release.

"The popularity of American culture and cuisine in Southeast Asian countries is the driving force behind our current success and growth in these markets," he said. "Due to Thailand’s and Vietnam’s customer base and proximity to other Southeast Asian countries where we operate, we see huge potential for the brand in those countries, and we are actively seeking franchise partners looking for development opportunities."

Southeast Asia embraces American cuisine

Southeast Asian consumers have enthusiastically embraced American restaurant franchises for years, and that has proven true for Johnny Rockets, Walker said. The brand currently serves guests in Indonesia, the Philippines and Malaysia through its 14 open restaurants; eight others are in development.

"What we have found is that as the region’s middle class booms, that population segment is looking for and willing to spend more on premium burger concepts," Walker said. "They certainly find that with Johnny Rockets. They also discover and relish our experience and entertainment value."

Expansion strategy extending to Hong Kong

In addition to its Southeast Asia strategy, Johnny Rockets is also seeking developers interested in expanding the franchise into Hong Kong. Earlier this year, Johnny Rockets announced a 100-restaurant agreement in China, the largest expansion in the company’s history. The brand believes Hong Kong development would align well with current Asia interest.