Johnny Rocket’s invades Belgium

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Johnny Rocket’s invades Belgium! Restaurants continue to play a significant role in the Belgian franchise market, and their presence is increasing rapidly, with the fast food franchising market growing at an annual rate of approximately 12%. American fast-food franchising concepts, such as standardized restaurant chains that offer a limited but popular range of dishes served in packaging for on-the-spot consumption has been widely adopted. We plan to bring Johnny Rocket’s to Belgium with a twist of catering to business people, by catering lunches.

Every Johnny Rockets restaurant boasts great-tasting food from a menu of All-American favorites including juicy hamburgers, hand-dipped shakes and malts and freshly-baked apple pie. Guests also enjoy an All-American diner look and feel, servers who know the secret behind getting ketchup out of the bottle, tabletop jukeboxes that belt out tunes for a nickel and authentic décor. Johnny Rockets is the place where every Guest can enjoy All-American favorites served with a smile! OUR GUEST PROMISE:
• Say "hello" and "goodbye" to everyone passing through our doors.
• Serve the freshest, highest quality simple All-American fare.
• Cheerfully serve guests promptly in a sparkling clean store.
• Always dance on the half hour, twirl straws and serve ketchup with a smile.
• Handle guest needs right here and now.
The hamburger market is the strongest of all franchised food chains. In this market, McDonald’s, the second largest hamburger chain, hopes to expand from its current 64 restaurants to well over 100 in the next two to four years. Pizza Hut controls twenty percent of the pizza restaurant market. Chi Chi’s and Dominos are also present in the Belgian market, but they have experienced much difficulty in successfully penetrating it due to the high cost of labor in
Belgium.

Belgium has one of the highest percentages of inbound franchises as a proportion of franchise systems in the European Union, which helps contribute to the strong competition present in the fast-food sector. The market leader is the GIB group, Belgium's largest retailer, which are the owner and franchiser of the Quick Hamburger Restaurant chain, Lunch Garden and Crock’In Sandwich restaurants. The Quick chain, with one hundred-five outlets, is the sales leader in the hamburger market. GIB originally owned the Pizza Hut master franchise. It is now owned and operated by the Tricon group of Belgium.

The decision to enter into a direct foreign investment was made on the basis that Johnny Rockets wanted to maintain controlling interest over operations, avoid transport costs and trade restrictions.

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