Howard Johnson's

Howard Johnson by Wyndham

Company type	Subsidiary
Industry	Hospitality, formerly Restaurant
Founded	1925 (1925)
Founder	Howard Deering Johnson
Headquarters	United States
Area served	Worldwide (15 countries)
Key people	Howard Deering Johnson (founder)
Products	Hotels, formerly restaurants, frozen food and ice cream
Parent	Wyndham Hotels and Resorts

Howard Johnson by Wyndham, frequently referred to as Howard Johnson's, is a U.S.-based hotel chain operating nearly 300 properties in 15 countries worldwide. Previously a prominent American restaurant franchise with over 1,000 locations, the ownership of all hotels and associated trademarks has been under Wyndham Hotels and Resorts since 2006.

The enterprise was established in 1925 by Howard Deering Johnson as a single dining establishment. During the 1950s, it branched into lodging with the introduction of Howard Johnson's Motor Lodges, typically situated next to its restaurants. Throughout the 1960s and 1970s, it held the position as the largest restaurant chain in the United States, consisting of both company-operated and franchised outlets.

Beginning in 1986, the restaurant and hotel franchises were managed independently, which precipitated a steep decline in the number of restaurants until their eventual disappearance. The last remaining Howard Johnson's restaurant ceased operations in Lake George, New York, in 2022. Additionally, the brand no longer produces its frozen food and ice cream products.

Early years

In 1925, Howard Deering Johnson secured a $2,000 loan to acquire a small pharmacy located in Wollaston, Quincy, Massachusetts. The loan was repaid swiftly after his soda fountain became the store’s most popular feature. To maintain this momentum, Johnson created a new ice cream formula—allegedly inspired by either his mother’s homemade recipes or a local German immigrant’s influence—that increased butterfat content to improve taste. This innovation resulted in 28 distinct ice cream flavors that became synonymous with his brand.

By the late 1920s, Johnson had successfully launched beachfront concession stands along Massachusetts’ coastlines offering soft drinks, hot dogs, and ice cream. His growing reputation enabled him to obtain financing from local banks to open a family-style restaurant in Quincy. The inaugural Howard Johnson’s menu included fried clams, baked beans, chicken pot pies, frankfurters, ice cream, and soft drinks.

The restaurant gained notable publicity in 1929 when Boston’s mayor prohibited Eugene O'Neill's play Strange Interlude from being performed within the city limits. Consequently, the Theatre Guild moved the show to the Wollaston Theatre near Johnson’s restaurant. The extended duration of the play included a dinner intermission that drew hundreds of prominent Boston residents who dined at Howard Johnson’s during intermission. This exposure significantly enhanced brand awareness and expanded its customer base.

Expansion in the 1930s and 1940s

Following setbacks caused by the 1929 stock market crash that slowed growth plans, Howard Johnson introduced a franchising system in 1935 with a second location opening in Orleans, Massachusetts. By 1936, there were 41 franchised restaurants along East Coast highways; this number grew to 107 by 1939 with annual revenues reaching $10.5 million. Within fourteen years from inception, the franchise network employed over 10,000 people across 170 establishments serving approximately 1.5 million patrons per year.

Johnson capitalized on distinctive visual branding elements—such as bright orange roofs, cupolas topped with weather vanes—and the trademark Simple Simon and the Pieman logo created by John Alcott to establish strong brand recognition. The iconic fiberglass signage was designed by artist Charles Pizzano.

At the outbreak of World War II, Howard Johnson managed around 200 restaurants; however, wartime rationing reduced this number to just 12 by 1944. Despite these challenges, Johnson maintained operations by supplying commissary food to war industry workers and U.S. Army recruits. The company strategically secured exclusive dining contracts at newly developed turnpike service areas including those on the Pennsylvania, Ohio, New Jersey, and Connecticut Turnpikes.

Following the war’s end, expansion resumed with construction of approximately 200 new restaurants throughout the Southeastern and Midwestern United States beginning in 1947. By 1951, sales for Howard Johnson Company had climbed to $115 million demonstrating strong business growth and an increasing share of the market.

Expansion into the Hospitality Sector

By 1954, Howard Johnson's had established a network of 400 restaurants spanning 32 states. Approximately 10% of these were highly lucrative company-operated outlets located along turnpikes, while the remainder functioned as franchises. This growth positioned the company among the pioneers of nationwide restaurant chains. The brand also played a significant role in popularizing fried clam strips from Soffron Brothers Clam Company—battered pieces derived from the clam's "foot"—which gained widespread appeal across the country.

That same year marked Howard Johnson's entry into the lodging industry with the inauguration of its first motor lodge in Savannah, Georgia. The architectural design was entrusted to Rufus Nims and Karl Koch. To strengthen its roadside travel market presence, the company introduced a lamplighter mascot alongside its established Simple Simon and the Pieman characters, supported by extensive outdoor advertising campaigns.

In 1959, leadership transitioned when founder Howard Deering Johnson handed control to his son, Howard Brennan Johnson, then aged 26. Despite this change, the elder Johnson remained active in company affairs until his passing in 1972. The firm went public in 1961, boasting 605 restaurants—265 directly owned and 340 franchised—as well as 88 franchised motor lodges spread across 32 states and The Bahamas.

Also in 1961, notable chefs Pierre Franey and Jacques Pépin were brought on board to develop recipes at the primary commissary located in Brockton, Massachusetts. Their culinary contributions ensured uniform quality by producing flash-frozen signature dishes that were distributed nationwide.

Civil Rights Developments

Following the landmark 1954 Brown v. Board of Education decision that ended school segregation, Howard Johnson's restaurants continued to enforce whites-only policies. This stance led to a significant international controversy in 1957 when a Delaware outlet denied service to Ghana’s finance minister, resulting in a formal apology from President Dwight D. Eisenhower. The Congress of Racial Equality (CORE) spearheaded protests and sit-ins targeting Howard Johnson locations across the United States.

Durham, North Carolina emerged as a key battleground for civil rights demonstrations against segregated Howard Johnson establishments. In 1962, attorney and activist Floyd McKissick organized protests that resulted in mass arrests and ultimately negotiations with city officials. Meanwhile, future senator Bernie Sanders participated in organizing picketing at a Cicero, Illinois restaurant during his time as a University of Chicago student involved with CORE activism.

By December 1962, Howard Johnson publicly renounced racial segregation within its 179 company-operated restaurants. The company allied itself with CORE and the NAACP to endorse a nondiscrimination policy and commended these organizations for their leadership in advancing civil rights.

During the 1960s, Howard Johnson's also gained recognition for welcoming LGBTQ customers. Notably, it hosted a 1966 'Sip-In' protest staged by members of the Mattachine Society challenging discriminatory liquor regulations—a pivotal event contributing to legal reforms in New York State. Furthermore, drag queen and gay liberation figure Marsha P. Johnson adopted her surname inspired by the Howard Johnson’s located on 42nd Street.

This narrative underscores Howard Johnson's shifting corporate approach toward civil rights issues, mirroring broader societal transformations that influenced its business strategies and positioning within the market during this period.

Emerging Chains and Shifting Consumer Base

During the 1930s, H.D. Johnson took ownership of the Wayland Red Coach Grill and transformed it into an upscale steakhouse chain named Red Coach Grills. Although it achieved some measure of success, profitability remained modest, leading to the sale and closure of the final 15 outlets by 1983.

In 1969, Johnson introduced Ground Round, a thriving restaurant chain that combined company-owned and franchised locations, significantly enhancing Howard Johnson Company's income streams.

The brand adopted a family-oriented approach, featuring 28 different ice cream flavors alongside budget-friendly meal options. Marketing initiatives such as a birthday club fostered customer loyalty, with certain sites reporting up to a 50% redemption rate on birthday promotions. Menus tailored for children, crafted by John Alcott’s design firm, provided entertainment while offering cost-effective choices. Additionally, contests incentivized patrons to sample every ice cream flavor by awarding complimentary cones.

By 1975, Howard Johnson operated more than 1,000 restaurants and 500 motor lodges across 42 U.S. states and Canada, representing its business zenith. However, the 1973 oil crisis drastically reduced income as 85% of revenue depended on travelers who curtailed their journeys. The company attempted to pivot toward local clientele but found it difficult to compete with fast-food giants like McDonald's, which attracted families with young kids through more affordable pricing. The launch of proprietary sodas such as "Hojo Cola" further alienated customers loyal to established brands like Coca-Cola.

The company’s image was tarnished by two tragic events at its New Orleans hotel: a deadly fire in 1971 caused by disgruntled guests and a fatal sniper attack in 1973 perpetrated by former Black Panther Mark Essex, resulting in multiple casualties among law enforcement and civilians. In 1974, singer Connie Francis was assaulted at a Howard Johnson’s Lodge in Jericho, New York; she subsequently secured a $2.5 million judgment against the chain for inadequate security measures, prompting widespread industry reforms.

Attempts led by H.B. Johnson to cut expenses—such as offering lower-cost food and reducing staff—were unsuccessful as customers rejected the decline in service standards. New ventures including HoJo Campgrounds, 3 Penny Inns lodging facilities, Deli Baker Ice Cream Maker, and Chatt's restaurants also failed to restore profitability.

In the late 1990s, Eastern Nazarene College acquired and refurbished the Howard Johnson's Candy Factory and Executive Offices located in Wollaston, converting them into the Adams Executive Center.

Ownership Transitions

In 1979, Imperial Group PLC of London purchased Howard Johnson for $630 million, acquiring 1,040 restaurants (with a breakdown of 75% company-operated and 25% franchised) along with 520 motor lodges (75% franchised and 25% company-operated). Imperial appointed G. Michael Hostage—former CEO of Continental Baking Company and ex-EVP at Marriott—as CEO in 1981. After four years marked by partial recovery, Imperial divested the company in 1986. Declining Hostage’s leveraged buyout offer, Imperial enlisted Goldman Sachs to manage the sale to Marriott. Concurrently, Marriott sold off the motor lodge division and the Howard Johnson trademark to Prime Motor Inns.

Marriott’s primary interest lay in the company-owned restaurant properties due to their valuable real estate assets. Already owning Big Boy and Roy Rogers chains and having acquired Host International in 1982, Marriott converted many Howard Johnson locations into Big Boy or fast-food establishments. By 1985, Marriott had significantly reduced its portfolio of company-operated Howard Johnson restaurants, leaving only franchised outlets under the brand.

Marriott maintained ownership of the motor lodges briefly before selling them in 1986 to Prime Motor Inns, a major franchisee operating 63 motels.

Progress since 1990

Prime Motor Inns continued managing the lodges until declining conditions in the hotel and real estate sectors compelled asset liquidation and operational shutdown in 1990. Following this, investors established Howard Johnson Acquisition Corporation to regain operational rights for the lodges. The company was rebranded as Howard Johnson International Incorporated and became part of Hospitality Franchise Systems Incorporated, which eventually merged into Cendant. In 2006, Cendant divided into Wyndham Worldwide and other companies.

During the Cendant/Wyndham era, Howard Johnson offered various service levels distinguished by pricing and amenities, ranging from economy motels with limited services to full-service hotels featuring business centers and concierge services. The brand grew largely through franchising independent motels seeking national branding and centralized booking systems. Several properties did not retain traditional Howard Johnson architectural styles or include on-site dining options. The brand introduced the "Rise 'N' Dine" continental breakfast at select budget properties but phased out tiered branding by 2015.

Locations

While Howard Johnson's presence persists into the modern era, the number of locations has diminished significantly, with fewer than 140 hotels remaining in its original U.S. market as of May 2024. Globally, approximately 280 properties carry the Howard Johnson name, primarily located in the United States and China, with additional sites in Canada, Mexico, Cambodia, India, Indonesia, South Korea, Saudi Arabia, the United Arab Emirates, Argentina, Chile, Colombia, Ecuador, and Paraguay.

Decline of Howard Johnson's restaurants

Although the motor lodge segment survived after being divested in 1979, the restaurant division faced ongoing challenges.

1980s: Independence through spin-off

Following Marriott’s divestiture of company-owned restaurants, franchised operators created Franchise Associates Incorporated (FAI) in 1986 to manage Howard Johnson’s dining outlets. FAI chairman George Carter acknowledged that the brand was antiquated and required substantial investment to modernize and overcome its "plastic image." However, FAI lacked sufficient financial resources to expand or significantly update the chain beyond maintaining existing units.

1990s: Continued difficulties under FAI

In 1990, a restaurant in Canton, Massachusetts was renovated as a model for revitalization but closed by 2000 due to underperformance. Despite menu revisions and new signage covering about 25% of items, competition from fast-food chains continued to diminish market share. After Cendant acquired the Howard Johnson motor lodges, joint efforts with FAI sought to support growth in restaurant operations. By March 1995, only 84 Howard Johnson restaurants remained across North America.

2000s: Rapid contraction

By 2005, fewer than eight Howard Johnson restaurants were still operating. That year marked FAI’s closure and the shutdown of locations in Springfield, Vermont and New York City.

Cendant acquired remaining restaurant rights before selling them in 2006 to La Mancha Group LLC, which announced expansion plans that never came to fruition. Following the Waterbury, Connecticut location’s conversion into The Brass House Restaurant in 2007, only three outlets remained. In 2006 Cendant split into four entities; its hotel division became Wyndham Worldwide while other units formed Avis Budget Group, Realogy, Travelport, and Affinion Group.

The Howard Johnson frozen food product line ended after Fairfield Farms Kitchens closed its Brockton, Massachusetts facility in 2006 and America's Kitchen ceased operations in Atlanta in 2008.

2010s: Decline and Transition

In the spring of 2012, one of the final trio of original Howard Johnson's eateries ceased operations in Lake George and was subsequently placed on the market. Notably, television host Rachael Ray had been employed there during her teenage years. By 2013, only two original establishments remained, with the Bangor location having lost its signature orange roof. The HoJo Hotel Plaza properties included dining facilities but did not adhere to the original menu or branding standards.

Following the inactivity of La Mancha Group, Wyndham Hotel Group took over the rights to both the Howard Johnson's restaurant and hotel businesses. In 2013, Wyndham introduced plans to revitalize the brand, which involved reintroducing select ice cream selections, unveiling a new logo, renovating properties, and repositioning Howard Johnson's as a lower-midscale brand starting in 2015. Although retro-themed room updates were carried out, most initiatives related to food service and restaurant operations were abandoned.

On January 10, 2015, after a lease transfer from DeSantis Enterprises, John Larock reopened the Lake George Howard Johnson's as "Lake George Family Restaurant." Utilizing a grandfather clause allowed Larock to operate it under the Howard Johnson's name again, increasing the count of active locations to three.

The Lake Placid site closed on March 31, 2015, reducing the number of operating restaurants to two. Subsequently, on September 6, 2016, the Bangor establishment—recognized as the last continuously running original location—also shut down. By that year’s end, only the Lake George restaurant remained in operation.

2020s: Ultimate Shutdown

Claiming the title "The Last One Standing," the Lake George restaurant faced skepticism regarding its authenticity due to deviations in its menu and unfavorable customer reviews. It functioned independently without affiliation to Wyndham or the original FAI company and lacked staff experienced with the Howard Johnson's brand heritage.

In January 2017, the property was listed for sale amid proposed redevelopment plans. Later that year, owner John Larock was arrested and subsequently convicted of sexual harassment charges, beginning a six-month incarceration in October 2018. Despite these circumstances, the restaurant continued to operate intermittently under Larock’s management.

The Lake George Howard Johnson's ultimately ceased operations permanently in March 2022, signaling the conclusion of the brand’s physical existence.

External links

• America's Landmark—Under the Orange Roof – Dedicated HoJo resource offering location guides, historical information, and legacy details.