US burger chain Johnny Rockets is seeking a partner to launch in Hong Kong.
Earlier this year, Johnny Rockets announced a 100-restaurant agreement in mainland China, the largest expansion in the company’s history. The brand believes Hong Kong development would align well with current Asia interest.
James Walker, president of operations and development with Johnny Rockets, says the brand has traded well in Asian markets it has already entered – it has 14 restaurants in Indonesia, the Philippines and Malaysia and another eight under development.
It is simultaneously seeking partners to launch in Vietnam and Thailand, the three territories being its primary global expansion focus at this time.
“The popularity of American culture and cuisine in Southeast Asian countries is the driving force behind our current success and growth in these markets,” said Walker.
“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.”
Walker says Asian consumers have “enthusiastically embraced” American restaurant franchises for years, and that has rubbed off on Johnny Rockets.
He says the brand’s signature American menu, including cooked-to-order hamburgers, crispy fries, hand-spun shakes and sandwiches, coupled with its “Americana experience” appeals to Asians.
“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. They certainly find that with Johnny Rockets. They also discover and relish our experience and entertainment value.”
A flexible footprint has allowed the dining concept to suit a variety of venues – including malls, street fronts and entertainment centers.
“Opportunities abound for area developers in Southeast Asia’s most populous cities and centers,” said Walker.
Founded in 1986, Johnny Rockets operates more than 340 franchise and corporate locations in 26 countries around the world.