Grail has been the creative force behind Johnny Rockets worldwide since 2015, when the 1950s-themed restaurant realized it had to evolve. The brand was finding it hard to compete with the emerging fast-casual segment occupied by Shake Shack, Smashburger, Chipotle and Panera. While Johnny Rockets was well-liked by kids and families, it had become an “occasion destination,” making store visits less frequent than desired. We helped create a strategy that allows the brand to better compete in today’s fast-casual environment. This involved a top-to-bottom refresh of the brand to be more relevant and engaging for today’s consumers, including updating their look and modifying their brand voice and messaging.