Aliso Viejo-based Johnny Rockets Restaurant Group will open its first Johnny’s Burger Factory fast-casual location in Buffalo, N.Y. this week.
The location will serve craft beer and wine and the cheeseburgers at the retro burger chain’s new concept sport names like “Sriracha Pub” and “Spicy Jack Guac.” A local news report pegged burger prices at about $10.
A traditional Johnny Rockets was open for 16 years at the same mall before closing in 2014, the report said.
Interior décor of the new restaurant targets an industrial vibe—reclaimed wood and corrugated metal—along with digital menu boards, touch-screen kiosks for ordering, and staff wearing jeans and t-shirts.
“It’s not possible to ignore millennials and still be competitive in the better burger category,” said Johnny Rockets Chief Executive Charles Bruce in a statement.
Johnny Rockets Licensing LLC applied August 12 for trademark protection on the Burger Factory logo.