Franchising Skeptic Becomes a Brand Advocate After Finding Johnny Rockets to Be a Strong Business Partner

When Joe Gelshenen first started out in the restaurant industry, he was confident that he wanted to be an independent owner outside of a franchise system. However, after being introduced to Johnny Rockets, his skepticism towards the industry turned into fierce admiration.

Gelshenen hasn’t always been a restaurateur—he launched his professional career as a 7th-grade teacher. However, after realizing that his passion was in the food business, he decided to purchase a sit-down deli called Charlie’s in Long Island, New York’s Roosevelt Field Mall. He ran that business for 12 years before the mall went through a renovation. Instead of having the food court located on the first floor, the landlord decided to move all of the restaurants to a different location. And he was no longer interested in having mom and pop shops—the landlord wanted to fill the new food court with nationally recognized franchises.

Recognizing that he needed to make a change, Gelshenen asked Roosevelt Field Mall’s landlord if he knew of any franchises that he thought would be a great fit for consumers in the area. He said that he saw a model of a restaurant—Johnny Rockets—at a food show in California. So, Gelshenen reached out. And after calling them on a Tuesday and flying out two days later on a Thursday for an in-person visit, Gelshenen knew that he had found his true home as an entrepreneur.

“Before becoming a part of the Johnny Rockets team, I always felt that everything was controlled when you owned a franchise. To me, it seemed like the business model didn’t give the owner any freedom—franchisees didn’t get any say in the matter,” said Gelshenen. “But here’s what I found after signing on with Johnny Rockets: if you partner with a strong franchise system that’s creative and collaborative, you can be incredibly successful. I couldn’t be happier with my decision to become a franchisee. I’m not going it alone anymore—Johnny Rockets is able to handle things like pricing and menu options so that I can focus on making my restaurant the best that it can be.”

As soon as Gelshenen’s restaurant opened up for business, it was an instant hit. Customers were drawn to the friendly staff and old school vibe that Johnny Rockets exuded at the time. And now, even after shying away from dancing waiters and creating a more modern look, Gelshenen says that it’s still the brand’s positive environment that keeps consumers coming back.

“It comes down to the fact that we’re a fan favorite. Johnny Rockets is a brand name that really resonates with consumers—people know that when they dine with us, they’re going to get a top quality burger for an affordable price. And that strong reputation goes a long way when competing in today’s marketplace,” said Gelshenen. “I give Johnny Rockets a lot of credit for figuring out a way to stand out from the competition. We’ve changed our look to be more modern, but we’ve held on to the hospitality and friendliness that customers have come to associate with our brand. That’s made all the difference in ensuring not just the brand’s long-term success, but my success as a local owner.”

But even though Gelshenen partially credits his success as a franchisee to the strong support system that’s fueled by Johnny Rockets’ corporate team, he also says that he has room to grow—both personally and professionally—as a local business owner. And because he’s entrenched in the day-to-day operations of the Johnny Rockets brand, its corporate team is eager to hear what menu items and initiatives are working, as well as policies that he thinks need to be changed.

“One of the best things about being a franchisee with Johnny Rockets is the fact that the brand takes the opinions and suggestions of its franchisees seriously. They’re just as invested in the success of my business as I am, which means that they genuinely want to hear my feedback so that they can make the brand’s entire system better,” Gelshenen said. “That’s not something that every franchisor offers. But it’s a part of Johnny Rockets’ DNA—they’re committed to evolving alongside the industry and finding new ways to solidify their position as the best in the business.”

That commitment to staying ahead of the curve in the increasingly popular burger segment of the restaurant franchising industry is evident to local owners like Gelshenen. Even though he’s been in business with the brand for 23 years, 2016 was Gelshenen’s busiest year to date. That’s not a feat that’s often accomplished by a franchisee who’s operating out of the same location. However, with the backing and support of Johnny Rockets, that level of success doesn’t come as a surprise.

“The way I look at it is that if you’re going to go into franchising, you’re ultimately going into business with a partner. You would never make that decision unless you felt comfortable with that partner in every sense of the word,” said Gelshenen. “Over the past two decades that I’ve been a franchisee, Johnny Rockets has proven itself to be a great business partner. Even as the burger segment has become more crowded and the competition has become more intense, Johnny Rockets has found a way to reinvent itself and stay ahead of the latest trends. I’m incredibly grateful to be a part of this fantastic team, and I’m looking forward to seeing what’s to come in the months and years ahead.”