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Phoenix Business JournalOriginal Article »
March 22, 2007
Six Flags has signed a new strategic marketing alliance with Johnny Rockets restaurants that will allow the company to open franchise eateries at its theme parks.
Washington Redskins owner Dan Snyder is the largest shareholder in New York-based Six Flags, and his private equity firm recently acquired Lake Forest, Calif.-based Johnny Rockets, which will become a Six Flags Corporate Alliance Partner and pay Six Flags an annual sponsorship fee.
Financial terms were not disclosed. Under the terms of the agreement, the two companies will also collaborate on joint marketing and promotional initiatives between the theme parks and Johnny Rockets restaurants throughout the country.
Some of these initiatives include Six Flags advertising in all 200 Johnny Rockets restaurants, Six Flags discounts with restaurant receipts and a special Six Flags-branded milkshake that will be available in both the parks and restaurants.
Six Flags has agreed to open 26 Johnny Rockets franchise locations in its theme parks over the next three years. The first six will open this year at parks in Chicago, Dallas, Los Angeles, New Jersey, San Antonio and St. Louis. In the Washington area, Six Flags has a park in Largo.
Six Flags President and CEO Mark Shapiro says this agreement with Johnny Rockets is designed to enhance the in-park experience for guests.
Johnny Rockets has been in existence since 1986. The company is built around a retro diner concept, complete with nickel jukeboxes on every table. Johnny Rockets bills itself as an All-American diner, serving hamburgers, fries, hand-dipped shakes and malts and apple pie.
Snyder said last month that he planned to expand the chain to more than 1,000 restaurants within the next five years.
Founded in 1961, Six Flags (NYSE: SIX) is the world's largest regional theme park company. Snyder is chairman of Six Flags' board.
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