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Asia Pacific: Foodservice franchise seeks partners to expand into region

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All-American restaurant franchise Johnny Rockets is seeking area developers for expansion into Thailand and Vietnam.

“The popularity of American culture and cuisine in Southeast Asian countries is the driving force behind our current success and growth in these markets,” explains James Walker, president of operations and development.

“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.”

The franchise has 14 restaurants in Indonesia, the Philippines and Malaysia with eight more outlets in development.

Johnny Rockets serves signature American menu, including cooked-to-order hamburgers, crispy fries, hand-spun shakes and sandwiches.

“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,” says Walker.

In addition to its Southeast Asia strategy, Johnny Rockets also seeks developers interested in expanding the franchise into Hong Kong.

Earlier this year, the company announced a 100-restaurant agreement in China, the largest expansion in the company’s history.

It believes Hong Kong development would align well with current Asia interest.