What was the problem?
In 2015, the 1950’s nostalgia themed Johnny Rockets was finding it hard to compete with the emerging Fast Casual segment occupied by Shake Shack, Smash Burger, Chipotle and Panera. While Johnny Rockets was well liked by kids and families, it had become an “occasion destination,” making store visits less frequent than desired.
What was our inventive solution?
We created a strategy that allows Johnny Rockets to compete in today’s Fast Casual environment. This involved a top to bottom refresh of the brand to be more relevant and engaging for today’s consumers, including improving the food, introducing Limited Time Only menu items, updating their look, and modifying their brand voice and messaging.
Did it work?
Oh yah! As Agency Of Record for Johnny Rockets, we can proudly say that Same-Store Sales are up 6%, and the new LTO menu items have been the highest selling items to-date.