Johnny Rockets: Globally scaling on brand content

Enabling franchisees around the world

Jericho Lopez is the Director of Marketing, Digital Strategy, and Public Relations at Johnny Rockets. She oversees the strategy for social and digital marketing, which consists of content for social media, online and mobile advertising, email marketing, and other digital aspects of the brand. Jericho has a team consisting of digital marketers, brand marketers, and event coordinators. She also liaises with operations, franchise sales, and field marketing teams. Together they identify brand visuals and imagery to use for social and digital content. They also use visuals in training manuals, flyers, and in-store signage used by franchisees. They actively promote content to families, young and hungry professionals, business types, as well as people who describe themselves as ‘on the go.’

Connecting with people who love burgers, shakes, and fries

Johnny Rockets has nearly 400 restaurants located in 32 different countries. Approximately 10% of those establishments are corporate-owned while the remaining restaurants are owned by franchisees. The Johnny Rockets marketing team oversees marketing operations around the globe and provide creative support to their many franchisees. As a lean global marketing team, they collaborate with creative partners who can help them produce visual content at scale. To support franchisees across the world, the company requires an abundance of visual content that remains true to the look and feel of the Johnny Rockets brand. Specifically, visual content is used to boost brand engagement and support marketing promotions in specific geographic locations. Jericho wanted to build a library of authentic, high-quality custom content that could be leveraged by both the global team and franchisees for their wide array of needs. She and her team recognized the power of engaging audiences using relatable on-brand content to build and maintain connections.