Johnny Rockets has opened a 2.0 prototype design in Syracuse, N.Y., that moves the brand from 1950s diner to contemporary American burger joint. To be phased in with remodels and new openings, the décor package includes a new logo, updated server uniforms and touchscreen kiosks.
Johnny Rockets
Back of the house technology aims to speed cook times.
Johnny Rockets
Burgers will be produced in less than one minute, rather than five minutes. Milkshakes, while still hand-dipped from ice cream, will also be made in half the time.
Johnny Rockets
Gone is the 1950s Americana design that Johnny Rockets began with in 1986. The new contemporary décor is designed to appeal to Millennials, families and Hispanic customers, which are among the fastest growing demographic groups.
Johnny Rockets
Freshness cues on the wall remind guests about the quality of ingredients.
Johnny Rockets
Customers still have the option of sitting at the counter overlooking the open kitchen. But gone are the jukeboxes on tables and dancing servers wearing white paper caps.
Johnny Rockets
The traditional red vinyl booths have been replaced with tables and chairs that are moveable to allow diners more flexibility with seating.
Johnny Rockets
The new logo aims for a retro feel that reflects the brand’s 30-year history, but signifies change. “It’s a strong visual cue that says, ‘Something must be different at Johnny Rockets,’” said Charles Bruce, the chain’s president and CEO.
Johnny Rockets
Other design features emphasize the quality of ingredients. “We had a great brand story and we had wonderful ingredients, with never-frozen beef and cage-free chicken. But we weren’t telling that story,” said Joel Bulger, Johnny Rockets chief marketing officer.
Johnny Rockets
Counter seating is still an option. “It’s a diner experience in a modern, contemporary setting,” said Bruce.
Johnny Rockets
The décor package can be applied to multiple formats, from full-service restaurants to express or drive-thru units.
Johnny Rockets
In a nod to Millennials, communal tables are included among seating options.
