HoJoLand.com

Sunday June 3, 2007

ByWalter L. Mann

HoJoLand.com

The future of Howard Johnson's food & beverage (including retail as well as restaurant and ice cream shops) was in the hands of Franchise Associates, Inc. (FAI) since the late 1980's. FAI could have relaunched HoJo's back to prominence as a part of American culture. Though we must give credit to George Carter for at least trying (he was one of many longtime HoJo Restaurant operators, and one who specifically rallied the orange troops and threatened to sued then HoJo owners Prime Motor Inns and Marriott Corporation. The threat resulted in a settlement where Carter's group of franchisees (which would become FAI) won the right to allow HoJo's to exist and hopefully flourish). However, Carter and his FAI failed miserably. FAI lacked marketing experience and savvy, as well as contemporary vision. They blundered big time, feeling the more important issue at hand was to paint half of the signature HoJo's orange roof a bland grey, as opposed to improving their menu, food quality and updating the restaurant's image. Imagine McDonald's deciding the answer to improving the chains bottom line was to paint half of each of the signature golden arches gray! Ha! The number of restaurants under FAI dwindled from the hundreds to a handful before FAI died a quiet death a few years ago. When FAI failed, the big question was what would become of HoJo's? We all knew that the HoJo name in terms of lodging would probably continue to exist under Cendant (now Wyndham Worldwide), but there were many people who felt that HoJo's food and beverage had finally reached the end of the line. Enter one David Kushner, a successful young businessman specializing in venture capital, commercial real estate and development. In a strange set of circumstances, Kushner basically had the HoJo food and beverage rights offered to him during a dinner with a friend. Kushner immediately recognized the brand value and possibilities and jumped at the chance to own the rights to effectively map a relaunch of the HoJo food and beverage empire.

He felt strongly enough that their could be a chance at success if things were done right, that he purchased those rights. He also knew it would be a tough battle to rejuvenate a tired, fading brand. He even named the company "La Mancha," as he was "...dreaming the impossible dream" in a HoJo's relaunch. One thing any smart businessman knows, is that things take time. Again, imagine McDonald's having closed thousands of restaurants, and only having ten locations left, and trying to bring back the chain in a year or so. Impossible.

Lately, people such as lovers of HoJo's foods and ice cream, even other website owners, have blatantly expressed doubt about LaMancha's efforts, even going so far as to state that LaMancha has failed in its quest to relaunch HoJo's. This only does more damage to the future chances of HoJo's. Let me say this now....David Kushner has a great chance to succeed. He already has. Late last year, Fairfield Farms Kitchens, owners of the former HoJo food manufacturing and distribution plant in Brockton, Massachusetts, announced they would cease operations at the facility, including ending manufacturing at the plant of HoJo brands, and Fairfield Farm's brands (such as Moosewood Organic). If FAI had still been running HoJo's food and beverage, their inept operations would have nailed the coffin shut on HoJo's retail frozen food products. Not Kushner's LaMancha Group. Nope. Kushner realized that he needed to move quick, otherwise it would have been "bye bye HoJo's." Kushner successfully secured the services of America's Kitchen in Atlanta, Georgia, to continue manufacturing and distributing the HoJo retail food products. Did you hear that? Kushner kept HoJo's A-L-I-V-E. You would think that most HoJo lover's would appreciate Kushner for that accomplishment? But, no, people just keeping sending a black cloud of doom up amongst our dreams of orange. "Why hasn't it happened yet," "He's failed to deliver," are just some of the sentiments heard recently. Why do people expect a relaunch of HoJo's...a huge undertaking, to be accomplished overnight? It will take years people, so get used to waiting, as good things take time. Think about it, whats the alternative? If true HoJo lovers really wanted LaMancha to be successful, they should realize how much of a miracle LaMancha really is. They should realize that their SUPPORT and not their doubts, will help LaMancha go forward. When someone is diagnosed with a terminal disease, do we just say, "oh, it's taken too long...forget it, bury the guy." No. We realize there is hope, and we certainly don't run around blabbing that the patient is gonna die. We keep hope that the outcome will be good. I believe everyone needs to get behind Kushner and his LaMancha Group. Give him the benefit of the doubt, and support him in his efforts at allowing HoJo's food and beverage to live. If not, all that will be left is old postcards, pictures on a website, and some HoJo-branded hotels.