US burger chain Johnny Rockets says Southeast Asia – particularly Vietnam and Thailand – will be the focus of its global expansion in the short term.
Based on Johnny Rockets’ “all-ages appeal and current success in the region” the company is seeking area developers for expansion into both new markets.
“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 James Walker, president of operations and development with 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.”
In addition to its Southeast Asia strategy, Johnny Rockets is also seek a partner in entering Hong Kong. Earlier this year, Johnny Rockets announced a 100-restaurant agreement in mainland China, the largest expansion in the company’s history.
Walker says Southeast Asian consumers have “enthusiastically embraced” American restaurant franchises for years, and that has proven true for Johnny Rockets. The brand currently operates in Indonesia, the Philippines and Malaysia through 14 restaurants and has eight more in development.
He says Johnny Rockets’ 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.”
