All-American Restaurant Brand, Johnny Rockets, Sets Expansion Records In 2014 PR

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All-American Restaurant Brand, Johnny Rockets, Sets Expansion Records In 2014

PR Newswire

Addition of 40 International Franchises Attributed to Savvy Franchisees and Adaptation to Local Cultures and Flavor Preferences

ALISO VIEJO, Calif., Nov. 12, 2014 /PRNewswire/ -- Since first opening its doors in 1986, Johnny Rockets has expanded into more than 26 countries, from Brazil to Bahrain and Pakistan to Panama. This year, the brand is on track to achieve record international growth, with a total of 40 new restaurants opening outside the U.S. The iconic modern American restaurant features a menu of all-American fare that includes made-to-order hamburgers and sandwiches, fries, onion rings and hand-spun shakes, all of which are recognized and enjoyed by guests around the world. Coupled with the concept's unique and entertaining dining experience, Johnny Rockets has attracted millions of visitors in the United States and abroad.

"A contributing factor to our success overseas is the restaurant industry experience of our international franchisees, as well as an in-depth understanding of their local cuisine and flavor preferences in the countries where they operate," explains Scott Chorna, SVP of International Development. "Our ability to adapt to each country's preferences and needs, whether that be enhancements to menu items or providing support with unique prototype development, is attractive to franchise owners when we enter a new country. With that in mind, we work closely with all of our owners and operators to create and offer very specific regional preparations or sauces that complement our American dishes, while maintaining the integrity of our core menu."

Johnny Rockets Highlights Global Menu Adaptations

As a way to accommodate local palates, Johnny Rockets works with its franchisees to augment the concept's base offerings of popular American cuisine. Some examples of popular permanent local dishes include a fajita salad in Honduras, a wasabi shake in the Philippines and nachos in Mexico City. Other menu additions include a garlic hamburger in South Korea and a popular Spam burger available at all six Johnny Rockets restaurants in the Philippines.

Adds Chorna, "We knew India would be a challenge for our traditionally beef-based brand. However, when we replaced ground beef with tenderloin, created more chicken options and added tandoori flavoring to our fries, we knew it was a win for all. In fact, it surprises many people to know that our Middle Eastern restaurants, including nine in Kuwait and four in Pakistan, offer the identical menu to that found in the United States. The key is that these menu items are Halal certified, and we offer a pork-free bacon alternative. Our franchisees know their customers and know what they like. Who else would have known that avocado shakes would be so popular in Indonesia?"

As the brand continues its international expansion, it will remain committed to serving its famous All-American menu items, as well as customizing options based on franchisee and local consumer requests. With more than 120 restaurants operating outside the U.S. today, Johnny Rockets plans to double that number by 2017 as part of its global strategy. For more information, including franchise information, visitwww.johnnyrockets.com .

About Johnny Rockets:

Johnny Rockets is international global restaurant franchise that offers food and fun reminiscent of feel-good Americana. Every Johnny Rockets restaurant serves simple, great-tasting food from a menu of all-American favorites, including made-to-order hamburgers, crispy American Fries and rich, delicious hand-spun shakes and malts. This dynamic lifestyle brand offers friendly service, upbeat music, twirled straws and dancing servers, contributing to the chain's signature atmosphere of relaxed, casual fun. Johnny Rockets operates more than 300 franchise and corporate locations in 26 countries around the world. For more information, visit www.johnnyrockets.com .

1. What are the attractions of having a core U.S. American offerings combined with menu items that cater to local cuisine and flavor preferences?

2. Would you describe Johnny Rockets as a "glocal" firm and why? (Reference organizational design.)

3. How does Johnny Rockets learn about necessary local adaptations for their menus?

Explanation / Answer

A US based menu, enhanced with flavors and modifications to suit the local palette of customer is a strategy based on local responsiveness. To make a restaurant at a place, a hit, it is essential that the local consumers accept the service. Generally, for food habits, people get accustomed to the local taste of servings. So, restaurants use this Multidomestic strategy to adapt to the local taste preference to set a foothold in that market. Consumers find it really interesting to have a global dish, as per their taste palette and this gives a competitive edge to the company. A glocal firm is one, which sets its business based on clear global directions with the agility to adapt to consumer preference of local market. The mantra followed by a glocal company is “thick global but act local”. Johnny Rockets clearly qualifies to be a glocal firm as it is a global firm that has adapted its service as per the local demand trends of customers. Following are the ways in which Johnny Rockets learn about necessary local adaptations for their menus: Study of the local market trends Conducting food surveys Organizing blind tasting on a local sample group Learning from the competitor’s strategy

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