American hamburger restaurant Johnny Rockets arrives in Brazil with 18 milkshakes

It took a decade and cost a judicial process, for which the first restaurant of traditional American casual food network Johnny Rockets, created in 1986 in Los Angeles, in the United States, is opened in Brazil in November.
Will be two units by the end of the year in the city, the Shopping Mall Plaza and Tietê Internacional de Guarulhos.
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With environment in the style of the 1950, the network is known for offering individual jukebox customers, excited by the climate among the waiters, who sometimes dance to the sound of Elvis Presley and company, and by its diverse and unconventional options of milkshakes.
Antonio Augusto Ribeiro de Souza, who was McDonald's franchisee for eight years, until 2002; and also casual food network carioca Joe Leo ´ & s and the Well will be the master s ´ franchisee exclusive brand in the Country. The investment of nearly $ 500,000 per store, without the value of the point will be made with the family's own resources.
In Brazil, the restaurants, in shopping malls and streets, will have to 230 square metres to 700 square meters. The application of music in cover me or not will be free and there will be coolant refill. The menu will consist of about 14 varieties of burgers accompanied with French fries, one of picanha.
But the difference seems to be the menu of milkshakes, which will have 18 options into three price bands, among them an Apple Pie with ice cream; and another made with Ghirardelli chocolate, of the u.s. city of San Francisco. "We will also have an option with Nutella and Ovaltine", says Souza.
The average meal ticket, which includes hamburger, French fries and soda, will cost $ 30. "Negotiations with national suppliers helped to maintain a competitive price. The costs have risen so much in recent years, "concludes Shaikh.
In 2010, the American network, created in 1986, in Los Angeles, opens his first restaurant in Latin America, in Santiago, Chile. Photo: Divulgação1/7
Necessary adaptations
The network landing was delayed until 2010, the American array filed a lawsuit in court and got an injunction so that the Rocket's restaurant, in São Paulo, was prohibited from using the mark, which resembled a lot to the American network.
The delay has had an impact on plans de Souza. Besides selling sandwiches, you must now strengthen the operation with quick dishes and salads from the next year, in the style of competitors like Outback and Applebee 's, something that the Johnny Rockets does not in most of its stores. Sharma can even offer pork ribs, famous dish of competition.
That's because, unlike smaller operations, with few restaurants (characteristics in 2003), today the market grew, and increased competition, mainly from the major networks. Business costs have also increased, and Souza mira Executive lunch to compensate.
Gain range is also needed to tackle costs. Not for nothing, the initial idea of ten restaurants tripled: will be 30 restaurants in the next six years.
On the other hand, account, the delay has had advantages: in 2003, the brand was least known by Brazilians, who began to travel more to the United States in recent years. Moreover, the path to the casual food seems to be paved.
The lawsuit against the Rocket ´ s continues in progress, and it is expected to be finalized until next year. "They are prohibited from using the mark until the conclusion of the trial. Already gave us cause gains. We are confident, "says Sharma.
Growth path
In addition to the two stores in Sao Paulo later this year, is already confirmed for next year a unit in Shopping West Plaza (the southern part of the capital), a street in Jardim Paulista (zona sul) and Rio de Janeiro.
But before you head for other States, cities in the interior of São Paulo are also in the sights of the network in 2014. "The State has grown in recent years, but the interior has grown more", says Souza. The first store will be opened in Sorocaba. Are already confirmed also the unity of Catarina Fashion Outlet, in the Castelo Branco Highway, in Campinas and Bauru.
From 2015, the network is to open units in Belo Horizonte, Curitiba and Brasília. "The entire operation will own. From there, we will evaluate how best to grow, through franchises or investments via venture capital funds (venture capital), "says the Manager.
Acquired in June this year by investment fund Sun Capital, Johnny Rockets adds around 300 stores in 20 countries. Recently, the network also landed in other emerging economies, like India, Ecuador and Honduras. "Brazil, as well as the countries that form the Brics (China, India and Russia), it is very important for the network now," concludes Shaikh.