Johnny Rockets is launching a drive thru spinoff called, Route 66, that will focus on entering the 'better burger segment'. This new concept will allow the company to grow their market by making it easier to expand across the U.S. At the same time, it will also allow Johnny Rockets to compete with fast casual brands as well as pull in diners. Johnny Rockets is going after individuals who are willing to pay higher prices for better quality food. In order to stand out and attract their target demographic, Johnny Rockets is incorporating enhanced technology in their drive thru, from video monitors to relay an order to entertaining videos up until customers get their food. Apart from the drive thru, there are three other prototypes including a drive-in movie restaurant, a food truck, and a pop-up. To learn more about what Johnny Rockets has in store, click here.