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Campaign Imminent: FAT Brands acquiring Johnny Rockets in September (Score 50)
Johnny Rockets (JR) from private equity firm Sun Capital Partners for around $25m. The deal is expected to go through in September, and it'll bring the total number of FAT Brands company-owned and franchised restaurants to 700 internationally, with annual sales of $700m. FAT Brands president and CEO Andy Wiederhorn will take over as CEO from incumbent George Michel.
According to Adbeat's estimations, JR hasn't utilized digital display since September 2018, when $1.4k went toward programmatic ads placed via Google Display Networks onto sites such as fantasypros.com ($336), etonline.com, 247sports.com, foodviva.com and eskimi.com.
We expect spend to pick back up in and after September, when JR is acquired, since FAT Brands will likely put more ad dollars into promoting the brand. It tends to target parents, also utilizing OOH, and its main competitor is Steak & Shake.
Agency & martech readers - Keep JR on your radar for future work, as its new ownership may consider new agency partners. ROX United handles PR.