Johnny Rockets to open four types of Route 66-themed restaurants

The Johnny Rockets restaurant chain plans to open four types of Route 66-themed prototype restaurants — including drive-ins, food trucks and drive-in theaters —  as soon as this year, according to a news release Monday from the company.

The restaurant stated:

Established in 1926 as one of America’s original highways, Route 66 became the major path for those who migrated west, and it supported the economies of the communities through which the road passed. No company is better suited to resurrect the nostalgic brand than Johnny Rockets, which was founded on Classic Americana and opened its first location down the road from the culminating point of Route 66 in Santa Monica.

“Johnny Rockets launched exactly one year after Route 66 was officially removed from the highway system in 1985,” explains James Walker, chief development officer of Johnny Rockets.  “We feel privileged to have the opportunity to re-introduce the Route 66 brand to the new car culture generation through our already cravable food in what we are sure will be a cravable environment.”

The Johnny Rockets Route 66 concept will take the form of four distinct prototypes: drive-thru, drive-in, food truck and pop-up.  Through enhanced operational efficiencies and technology, the Route 66 concept allows guests to enjoy Johnny Rockets’ made-to-order burgers and hand-spun shakes while they are on the road or being entertained at the classic American drive-in.  Johnny Rockets anticipates some of the first prototypes to debut as early as Q4 2014. […]

Drive-Ins LLC, a company that collectively has 135 years of experience in the motion picture exhibition, production and distribution industry, is spurring a resurgence in the American drive-in theatre.  At one time, there were an estimated 6,000 active drive-in theatres across the country, with the number now dwindled to 350. USA Drive-Ins LLC, however, announces plans to open 200 new drive-in locations including Johnny Rockets Route 66 as the food and beverage option for attending guests. These locations will present family-friendly films and embody a nostalgic, all-American experience.

Also in cooperation with Drive-Ins LLC, Johnny Rockets will configure a pop-up theatre prototype with a combined mobile restaurant that allows owners to create a dinner and movie combination in a myriad of venues, throughout the country. As with existing Johnny Rockets restaurants, this combination of food, families and fun was created for franchise partners interested in providing an entertaining and satisfying dining experience. For current Johnny Rockets restaurant owners, Route 66 food trucks now provide the capability to increase visibility and sales. The Route 66 food truck can be utilized for catering and community events or added to a market’s existing food truck line up.

Nation’s Restaurant News also has a few more details about this four-pronged initiative. Franchise info — including discounts for entrepreneurs who are veterans — is here.

This entire plan sounds incredibly ambitious. Then again, the number of drive-in theaters has declined to a point to where perhaps Johnny Rockets sees an opportunity in select areas — especially in suburbs that never had a drive-in.

And I suspect the drive-in and drive-through restaurant ideas take aim at Sonic, which built its business on largely the same model.

As for the food trucks, Johnny Rockets probably is betting that people — especially children — will more often order food from a truck with a familiar name.

In case you’re wondering, Johnny Rockets has locations in only the Route 66 towns of Chicago, St. Louis and Los Angeles.

(Images courtesy of Johnny Rockets)