Johnny Rockets, a beloved American diner chain known for its classic 1950s-style ambiance, found itself at a crossroads as it sought to stay relevant in a rapidly changing market. While the brand had long been associated with nostalgia and the charm of a bygone era, it became clear that a refresh was necessary to connect with a new generation of diners—millennials—whose tastes and preferences were evolving. Recognizing the need to update its brand while staying true to its roots, Johnny Rockets embarked on a comprehensive brand refresh with a focus on becoming the go-to destination for the best burgers, shakes, and fries.

Johnny Rockets sought to explore three distinct opportunities. The first option involved preserving the original Johnny Rockets name and identity while redesigning the dining experience. The second option focused on retaining the Johnny Rockets name but developing a new brand identity and dining experience. The third option considered creating an entirely new name, brand, and dining concept. Below is an example of how the second option, a brand reinvention, can be brought to life.

The concept was inspired by the rich and often debated history surrounding the origin of the hamburger. While many have laid claim to being the first to create this iconic dish, this brand exploration draws on the story of Fletcher Davis, a figure who adds a layer of charm and authenticity to the narrative. In the 1880s, Davis claimed that he invented the hamburger at his lunch counter in the small town of Athens, Texas. His assertion has been part of culinary lore for decades, contributing to the mystique and enduring appeal of the American hamburger.

By acknowledging Fletcher Davis’s claim, this concept doesn’t just pay homage to a historical anecdote; it embraces the spirit of innovation and ingenuity that has always been at the heart of American cuisine. This playful nod to Davis serves as a cornerstone of the brand’s identity, connecting the past with the present and celebrating the hamburger as a timeless symbol of comfort, creativity, and culinary delight. It’s an exploration that aims to infuse the brand with a sense of history and tradition while also appealing to modern sensibilities, creating a narrative that resonates with customers who appreciate both the authenticity and the playful, imaginative side of the brand.