Johnny Rockets is a global restaurant chain founded on providing a classic, all-American dining experience. They were established 30 years ago and have over 300 locations in 26 countries around the world. With many retailers now focusing on winning over the millennial generation, Johnny Rockets needed to develop a revolutionary diner concept that was relevant in today’s market place and would resonate with this generation and beyond.
By working closely with WD, they were able to transition from the dated theme of a classic 50’s diner with the décor and dancing employees. Johnny Rockets was able to create a new brand identity and give their customers an authentic experience that paid tribute to their roots but created relevancy and a focus on handcrafted quality.
WD used consumer insights that provided a road map for the aspects customers wanted in an updated experience. These insights were used throughout the design process to make sure that changes were laddering up to the strategy for these changes. A new logo and identity were created that elevated the brand and made it relevant to today’s audience.
The exterior architecture of the concept was reimagined using an iconic expression, specialty seating for all occasions and new messaging and signature moments to enrich the customer experience throughout the entire space of the restaurant. By incorporating a self-order kiosk, Johnny Rockets was able to enhance speed and convenience while maintaining a high quality experience, especially for the younger consumers that are comfortable with this technology. They also decided to open the kitchen to a traditional diner-style bar seating area, which created a kitchen-theater component and engaged the customer as well as helped illustrate their commitment to handcrafted quality.