Johnny Rockets to increase PH presence
MANILA, Philippines—American dining chain Johnny Rockets is expected to scale up its presence in the Philippines as its local franchise partner has committed to invest about P1 billion to build a 40-restaurant network in five years.
Johnny Rockets Philippines president Amable Aguiluz IX said in an interview that the restaurant chain would be able to generate annual revenues of P3 billion once the 40-store target is achieved.
Banking on increasing consumer affluence in the country, the foreign restaurant chain recently opened its sixth restaurant in the Philippines at the upscale Harbor Point mall in the Subic central business district.
Asked how the group plans to hit its five-year target, Aguiluz said: “We have a close relationship with the Ayala, Megaworld, Robinsons and Shangri-La malls. Their foray into the major cities outside Metro (Manila) will fuel our expansion program. I think five years to hit 40 stores is doable.”
“The fast casual market for the Philippines is growing. The high and middle market is a lucrative segment. Essentially, Johnny Rockets is positioned as a diner. For the most part, we will open 24 hours in areas where we can be allowed by malls,” Aguiluz said.
Johnny Rockets’ franchise partner in the Philippines since 2009 is the Aguiluz family-led Camamiq Foods.
Aguiluz is also chief executive officer of Camamiq Foods.
Johnny Rockets is also present in Tomas Morato Avenue (Quezon City), Robinsons Galleria (Ortigas) and Eastwood Mall (Quezon City); Burgos Circle in Forbes Town Center (Taguig City) and Alabang Town Center (Muntinlupa), which opened in March.
This restaurant chain offers all-American fare such as hamburgers, fries served with a ketchup smiley face and shakes and malts.
With its “home of the dancing servers’ proposition, the chain promises to maintain friendly service, upbeat music and spontaneous dance routines.”
The location of Johnny Rockets’ newest mall is the upscale, three-level Harbor Point mall, which opened in April.
Once completed, this lifestyle destination will boast of more than 300 high-end dining and retail establishments, along with water features, parks, four digital cinemas and an activity center for concerts and events.
“Johnny Rockets is thrilled to introduce local residents and area visitors to the food, fun and friendliness of classic, feel-good Americana,” said Aguiluz in a statement during the opening of the latest store in Subic.
“Dr. Aguiluz and his team have opened six restaurants in three years, and operate every location with passion, brand integrity, and commitment to delivering an exceptional guest experience,” said Steve Devine, president of Johnny Rockets International. “Our restaurants in the Philippines set the bar for marketing excellence and operational efficiency, around the globe.”—Doris C. Dumlao
