STRATEGIC PARTNERS
January 26, 2017
Growth and change were the main themes of this past year at Johnny Rockets. The chain, which underwent a brand refresh to evolve the casual dining chain into a modern fast casual brand opened 61 restaurants, including 23 domestic openings and expansion into six new countries. In conjunction with the most restaurant openings in brand history, 2016 also marked additional firsts for Johnny Rockets, including its first restaurant in Hawaii and first stand-alone Drive Thru, located in El Paso, Texas, according to a company press release.
The rebrand, known as the Diner 2.0, included new decor and high-efficiency kitchen equipment that has yielded up to a 58.2 percent increase in peak hour capacity, Walker said. Diner 2.0 is featured in 35 Johnny Rockets, including three restaurants in Maryland located in Clarksburg, Georgetown and Arundel Mills.
"Johnny Rockets truly experienced a brand evolution in 2016," James Walker, president of Operations and Development, said in the release. "From our brand refresh that received great feedback from our guests and franchisees, to our Drive Thru prototype that came to fruition and is exceeding expectations, we have updated our offerings to meet our guests where they are, no matter if they want to enjoy a sit-down meal with their friends or if they are looking for a quick bite on-the-go. All of this — especially the brand refresh — is a crucial part of our brand’s evolution, and we plan to update more than 25 franchise and five corporate locations to Diner 2.0 in 2017."
Along with introducing a Drive Thru expression, Johnny Rockets also rolled out Express and Kiosk prototypes in 2016, specifically designed to deliver the high-quality dining experience and Johnny Rockets fare, including made-to-order burgers, hand-spun shakes and crispy fries, to on-the-go guests at faster speeds. Johnny Rockets’ development strategy will emphasize available franchising opportunities with Express and Drive Thru in 2017, Walker said.
"We have seen our recent changes and new strategies have a direct impact on our growth," he said. "We achieved more than 10 percent unit count growth, growing our system-wide restaurants to 385 by the end of the year. While 2016 was a standout year for us, we are excited to continue building on the momentum as we look forward to the new year."
