In a move that coincides with the chain’s 30th anniversary, Johnny Rockets took the wraps off a major brand refresh that the chain plans to phase in at its existing corporate restaurants, both domestic and international, by the end of the year.
The new design prototype gives Johnny Rockets the ability to remodel, build and open new restaurants with smaller footprints and in nontraditional venues. With this program, the chain also strives to cater to the changing habits of a variety of target audiences, including Millennials and Hispanics.
Known as Johnny Rockets 2.0, key elements of this initiative include a new logo, modern restaurant design, remixes of classic music and pop music of today, new uniforms for servers and cooks and redesigned to-go packaging.
The new design uses rich, warm wood planking and white brick veneer throughout the restaurant. The dining counter is finished with sleek dark wood siding and a light color countertop, giving it a modern feel against the backdrop of the interior space.
“Special consideration was given to the seating in the redesign. We wanted to maintain some of the elements of the classic diner including counter seating,” said James Walker, Johnny Rockets’ president of operations and development. “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.”
The open kitchen has white wall tiles and stainless steel wall panels. Guests can choose between table service and ordering kiosks.
Photos courtesy of Johnny Rockets