Johnny Rockets, the restaurant chain with “the original hamburger”, is associated with nostalgic thoughts of classic America. Milkshakes, hamburgers, families eating together … a classic dining experience.
With these iconic images strongly linked to Johnny Rockets in many consumers’ minds, the burger chain has claimed ownership of a certain experience. To capitalize on this classic Americana approach, Johnny Rockets is moving forward with four new initiatives based on Route 66—another American staple as the major path for those migrating west after its completion in 1926.
“Johnny Rockets launched exactly one year after Route 66 was officially removed from the highway system in 1985,” James Walker, chief development officer of Johnny Rockets, said in a release. “We feel privileged to have the opportunity to re-introduce the Route 66 brand to the new car culture generation through our already cravable food in what we are sure will be a cravable environment.”
Each new initiative cultivates the Americana experience for customers, and some may roll out before the end of the year. Plans include a drive-in movie concept, a drive-thru concept, a food truck, and a mobile pop-up restaurant.
With its drive-thru prototype, Johnny Rockets wants to target traveling consumers with a new option that also will offer a breakfast menu. The prototypes will be equipped for high-volume and strategically located off major freeways and highways.
“The drive-thru option will potentially increase our market share and overall sales, improving the economic model of our restaurant franchise,” Walker added. “Not only will these in-town and travel center locations offer high quality food, including a breakfast menu, but they will also provide the Johnny Rockets experience through digital projections and signage. Guests can enjoy Johnny Rockets’ one-of-a-kind atmosphere from the comfort of their vehicles.”
To integrate the drive-in movie experience, Johnny Rockets Route 66 announced a partnership with USA Drive-Ins LLC. The company plans to open 200 new drive-in locations, featuring Johnny Rockets Route 66 as the food and beverage option for customers. By presenting family-friendly films in conjunction with burgers and shakes, Johnny Rockets hopes to capture an all-American night at the drive-in.
Also in partnership with USA Drive-Ins LLC, Johnny Rockets will introduce pop-up theater prototypes that will combine with food trucks. This novel approach will create a dinner and movie experience in a variety of locations throughout the country. The aim is to provide not just a meal but a uniquely Americana experience that keeps customers coming back for more.