BRAND HISTORY

What began as a small, family-owned pharmacy and soda fountain in the early 1920s by the Johnson family grew into a business class model for the first franchise family restaurants by mid century. 1925 Massachusetts: Howard Deering Johnson opened a pharmacy and soda fountain where he served homemade ice cream with a high butter fat content for more flavor. He developed
his ice cream concept into what became his trademark 28 flavors. Johnson opened beach concession stands followed by a sit down restaurant. Signature menu items included baked beans, frankfurters, chicken pot pies, clams, and of course his famous ice cream. In the early 1930s Johnson opened his first franchised restaurant. By 1939 there were a total of 107 Howard Johnson’s along the Eastern Seaboard. Sales reached over $10 million with 10,000 employees with 170 restaurants serving over 1.5 million people per year. The signature orange roof and blue cupola and weather vane were instrumental in branding the restaurants for travelers. The effects of WWII, the number of restaurants dwindled to 200 and by 1944 only twelve Howard Johnson’s remain opened. Johnson began again to rebuild his empire expanding out to the Southeast and Midwest eventually opening  his first hotel in Georgia. In 1959 Johnson’s 26 year old son takes over company. 1961 Company goes public with 605 restaurants and 88 Motor lodges in 32 states and the Bahamas. Top chefs Pierre Franey and Jacques Pepin are hired to head up the food development for the company. The two chefs developed particular dishes that could be flash frozen for easy distribution across the country in effort to assure continuity. The company's demise began with the unfortunate events which occurred in the early 70s damaged the chains reputation. Arson killed six in New Orleans, three were killed in a Black Panther siege and sniper attack in Virginia; and the raping of celebrity Connie Francis in a NY Howard Johnson’s Motor lodge. Further troubled besiege the company as it strains under the oil embargo of the 70s effecting how much people traveled by car. By 1979 Johnson began to sell off some 1,040 restaurants and 520 Motor lodges and by the late 80s Marriott acquired the franchisees. By 1990 operations cease. In 2006 another effort is made by Wyndham Worldwide to preserve the franchise remaining. Only the lodges remain. 2014 New efforts to revitalize the restaurants; three opened in Lake George area. Sadly, by the year 2015 there was only one remaining Howard Johnson's restaurant with a sign which reads “Last One Standing.”

BRAND REPOSTIONING STATEMENT

NEW TARGET
The Howard Johnson company was a keen innovator offering customers a clean and comfortable place to lodge, homemade ice cream, hearty meals. The revitalization of the Howard Johnson company will seek to expand into new product extensions aimed
to reinvigorate and replenish today’s over-achievers. The inaugural product will be the creation of an all natural energy drink that will be targeted toward women ages 18-34.

NEW REPOSITIONING STATEMENT
Create an energy drink that targets the active lifestyles of today's women’s.