Johnny Rockets Focuses Expansion on Southeast Asia
As Johnny Rockets continues gaining international popularity, the all-American restaurant franchise is focusing its global expansion efforts on developments in Southeast Asia. Based on Johnny Rockets' current success in the region and consumer interest for better, quality burgers, the brand is seeking area developers for expansion into Thailand and Vietnam.
"The popularity of American culture and cuisine in Southeast Asian countries is the driving force behind our current success and growth in these markets," says James Walker, president of operations and development at Johnny Rockets. "Due to Thailand's and Vietnam's customer base and proximity to other Southeast Asian countries where we operate, we see huge potential for the brand in those countries, and we are actively seeking franchise partners looking for development opportunities."
The brand currently serves guests in Indonesia, the Philippines, and Malaysia through its 14 open restaurants and eight others in development. Johnny Rockets' signature American menu, including cooked-to-order hamburgers, crispy fries, hand-spun shakes and sandwiches, coupled with its Americana experience, has met the region's desire for an authentic, quality all-American concept.
"What we have found is that as the region's middle class booms, that population segment is looking for and willing to spend more on premium burger concepts," continues Walker. "They certainly find that with Johnny Rockets. They also discover and relish our experience and entertainment value."
In addition to its Southeast Asia strategy, Johnny Rockets also seeks developers interested in expanding the franchise into Hong Kong. Earlier this year, Johnny Rockets announced a 100-restaurant agreement in mainland China, the largest expansion in the company's history.