Say goodbye to '50s nostalgia: Johnny Rockets goes modern
Restaurant operator Johnny Rockers is celebrating its 30th anniversary year — and reaching out to millennials — by giving itself a brand refresh.
The chain is best known for its 1950s diner look, complete with jukeboxes filled with oldies songs and dancing servers dressed in nostalgic soda-jerk uniforms. But it’s rolling out a new prototype that includes a much more modern-looking exterior and interior, a new logo, a more contemporary music soundtrack, and new uniforms for associates. Also on the bill: a self-serve ordering kiosk for to-go orders.
The first location to feature the updated look is at Destiny U.S.A. mall in Syracuse, New York.
The Johnny Rockets team worked closely with the branding and design firm WD Partners to better understand the needs and wants of consumers and how best to position the brand for another thirty years and beyond.
"Every brand goes through an evolution to stay relevant, and we're no different," said Charles Bruce, president and CEO, Johnny Rockets. "In recent years and prior to the leadership team now in place, the brand made decisions based on a consensus of in-house opinions. Over the last eighteen months, our teams, with the help of our branding and design partners, were focused only on the opinions of the people who matter the most — current and future guests. “
DESIGN DETAILS: The new design put a modern fast-casual spin on the American diner, and seeks to leverage Johnny Rocket’s standing as one of the pioneers of the better-burger trend. The words American Original are part of the new logo.
Rich, warm wood planking and white brick veneer are featured throughout the restaurant. The lighting is a mix of contemporary and industrial glass globe pendants with caged pendants and an accent of red color.
The dining counter is finished with sleek dark wood siding and a light color counter top giving it a modern feel against the back drop of the interior space. The open kitchen has white wall tiles and stainless steel wall panels.
The old vintage art work on the walls have been replaced by freshness cue graphics, such as "fresh never frozen 100% domestic farm-raised beef" and "fresh, farm to table". Sayings on the wall include — "you can't change the truth, but a great burger can change you" and "to make by hand is to create perfection."
Special consideration was given to the seating in the redesign, which retains the traditional diner counter but also provides more flexible and communal options.
“We've updated the seating so that everything is not fixed in place and added areas where friends and family can eat together at communal tables. Different size groups can now be accommodated with the new design as tables and chairs can easily be moved," said James Walker, president of operations and development.
Johnny Rockets plans to roll out the new prototype in phases in both its domestic and international markets, with its existing corporate locations receiving the brand refresh elements by the end of the year.
“New corporate and franchise restaurants will have the new logo and design, and existing franchise locations will phase in the new elements in the next year,” Walker said.
Over the next five months, we will have fifteen new restaurants debuting with the new logo and design. Restaurants in new international markets will have the new design and logo as well."
The new restaurant design and logo will also be part of Johnny Rockets Drive-thru and Express locations. In June, the first Drive-thru is scheduled to open in Mooresville, N.C., and an Express will open in Tucson, Arizona, in July.