The leader of an 81-year-old ice cream and burger chain has been tapped to run Southern California’s nostalgic brand Johnny Rockets.
John Maguire, chief executive at the parent company of Friendly’s, was named chief executive of the Lake Forest-based burger chain. Johnny Rockets declined to say what happened to outgoing CEO Charles Bruce, who earlier this year announced plans to rebrand the chain by removing many of its old-fashioned characteristics.
The leadership change comes three years after Johnny Rockets was bought by Sun Capital Partners, a private equity company with a major stake in FIC Restaurants, the parent company of Friendly’s.
Though Massachusetts-based Friendly’s and Johnny Rockets both will be led by Maguire, each brand will remain independent, the companies said.
“Johnny Rockets’ mission is in line with what we’re doing at Friendly’s, and I am thrilled to have the opportunity to lead another iconic restaurant brand,” Maguire said in a statement. “The international reach of the Johnny Rockets brand, the passion and enthusiasm of its franchisees, and the unique outlets in which it serves guests on a daily basis present exciting opportunities for growth.”
In April, then-CEO Bruce stunned Johnny Rockets fans and industry watchers when he announced plans to scrap traditional decor and atmosphere at the 30-year-old chain founded in Los Angeles, including dancing servers in white paper caps, jukeboxes, red-vinyl booths and stainless-steel counters.
The new Johnny Rockets look was unveiled in April at a new restaurant in Syracuse, N.Y. It featured wooden finishes, pendant lighting and a self-serve ordering kiosk for to-go orders.
“We were showing our age. We were looking a little old, a little tired,” Bruce told the Register at the time.
Last week, the chain debuted its new Johnny Rockets Express concept in Albuquerque, N.M. The fast-food version of the restaurant is part of the chain’s overall “2.0” refresh. The Express restaurants sport the chain’s new logo and uniforms.
It’s unclear if Maguire will stick to the chain’s rebranding strategy. He was not immediately available for comment Thursday.
Friendly’s was founded as an ice cream business in 1935 in Springfield, Mass. It eventually grew into a full-service restaurant company, selling burgers, fries and grilled sandwiches along with its famed ice cream-based desserts. It now has 260 locations in the United States.
In late June, FIC sold its retail ice cream manufacturing business to Dallas-based Dean Foods Co. in a deal valued at $155 million.
Contact the writer: nluna@scng.com
