Johnny Rockets targets millennials with new concept

Johnny Rockets is launching a fast-casual concept that the company hopes will appeal to time-starved millennials on the run.



Called Johnny’s Burger Factory, the 1,000-sq.-ft. eatery is located at the Walden Galleria mall, in Buffalo, New York, and will open on Sept. 26.



The format is designed to a younger generation of consumers, with customization, quick service and an array of technologies, including a video wall and a digital menu board that resemble a hand written chalk board. A touch-screen kiosk allows customers to place — and customize — their orders.



“Our goal with Johnny’s Burger Factory is to broaden our appeal and foster an immediate connection and loyalty with a tech-savvy generation looking for a new kind of restaurant,” said James Walker, president of global operations and development, Johnny Rockets, which operates more than 330 locations around the world. “This restaurant is designed to serve the highest quality food in the highest quality environment. This, along with personal meal customization and self-ordering, will all contribute to differentiating Johnny’s Burger Factory from other fast casual brands.”



Johnny’s Burger Factory has an industrial look with colors and materials that include reclaimed wood siding, corrugated metal siding on the walls, and a bamboo-faced dining counter with a darker sleek counter top. Edison pendant lights surround the counter.