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Top 100: Restaurants – JJ's Red Hots

JJ's Red Hots is number 43 on our list of the 2014 Fast Casual Top 100 Movers & Shakers: Restaurants.

January 30, 2015

JJ's Red Hots is number 43 on our list of the 2014 Fast Casual Top 100 Movers & Shakers: Restaurants.

While it's the smallest brand on this year's list when it comes to its number of units (two plus a hot dog cart called "Frank the Tank), JJ's Red Hots is focused on growing the brand over the next five years. CEO Jonathan Luther, however, said he won't sacrifice the brand's two-word mission statement, "Create joy," for the sake of growth.

"While we don't really have a specific number of units in mind, I could see us with 25 locations by 2020. But to be very clear, we will only grow if we can continue to deliver on the quality/service/value brand promise upon which we were founded," he said.

That being said, 2014 will be a year of growth when it comes to the chain's catering business, and it's also discussing a variety of points-of-distribution models that may include additional stores in adjacent markets, more carts and smaller for-mats in nontraditional locations, including airports and colleges.

"The nice thing about our product is that it can scale down efficiently," said Luther, who is pretty innovative when it comes to using social media to market the concept. Despite having only two locations, it has 1,400 twitter followers, more than 3,000 Facebook friends and 823 Instagram followers.

"For a small brand, we make quite an impact locally in the social media realm," Luther said. "More than that, our content is fun, and a true extension of our brand. We are not just focused on social media as a promotional device. We believe it to be one of the best ways to build our brand from a lifestyle POV."