Howard Johnson's
Howard Johnson's, formally known as Howard Johnson by Wyndham, is an American hotel brand with approximately 300 locations globally. It was also formerly a restaurant chain that, at its peak in the 1970s, was the largest in the United States with over 1,000 outlets, playing a defining role in the era of the great American road trip. The chain's famous orange roofs and 28 flavours of ice cream were once familiar sights to generations of travellers. While the last Howard Johnson's restaurant closed in 2022, the brand remains significant in the hospitality industry, owned since 2006 by Wyndham Hotels and Resorts.
Origins and early expansion
Howard Deering Johnson founded the business in 1925 after borrowing $2,000 to buy a small pharmacy in Wollaston, Massachusetts. He discovered the soda fountain was his most profitable asset and developed a richer ice cream recipe with double the butterfat content of competitors, using 18 or 19 percent butterfat when most states required only 10 percent. Johnson created 28 flavours of ice cream using syrup flavourings, a number he stated became his trademark. He expanded by operating seasonal beachfront concession stands along the Massachusetts coast, selling hot dogs, soft drinks, and his popular ice cream, with one stand selling 14,000 ice cream cones on a single Sunday afternoon.
The first official Howard Johnson's restaurant opened in Quincy, Massachusetts, in June 1929 with a loan from Granite Trust Bank, serving traditional New England fare like roast turkey, chicken pot pies, and baked beans alongside the signature ice cream. The restaurant received an unexpected boost later that year when a controversial play by Eugene O'Neill moved to a nearby theatre, bringing hundreds of influential Bostonians to dine there during the dinner break. This event helped spread the restaurant's reputation through word of mouth. Johnson's early success was built on quality food and a distinctive product that stood out in the marketplace, with the first seasonal stand outperforming two years of pharmacy sales in one summer.
Pioneering the franchise model and visual identity
After the stock market crash delayed expansion plans, Johnson established one of America's first restaurant franchise agreements in 1935, opening a second location in Orleans, Massachusetts that was operated by an acquaintance. This model allowed for rapid growth without significant capital investment from the company itself. By the end of 1936, the chain had grown to 41 restaurants, and by 1939, there were 107 locations along East Coast highways generating $10.5 million in revenue. The franchise network expanded to over 10,000 employees and 170 restaurants in less than 14 years from its start, with 200 restaurants operating when America entered the Second World War.
The chain's visual identity was solidified in the 1930s with the adoption of the Simple Simon and the Pieman logo created by artist John Alcott. The distinctive orange tile roofs were selected to help travellers identify the restaurants from a distance. Famed interior decorator Dorothy May Kinnicutt Parish, known as Sister Parish, developed the chain's aqua colour scheme for the Somerville, New Jersey restaurant, dressing waitresses in aqua and using the colour on walls and placemats. The company also experimented with an upscale steakhouse concept called Red Coach Grill after purchasing an existing restaurant in Wayland, Massachusetts, though it was not sufficiently profitable. This era established Howard Johnson's as a reliable and recognizable stop for motorists.
Post-war recovery and entry into lodging
The Second World War severely impacted the chain due to rationing, with only 12 restaurants remaining open by 1944. Johnson kept the business afloat by serving commissary food to war workers and military recruits. A major recovery strategy involved winning exclusive rights to operate restaurants at service plazas on newly built toll roads like the Pennsylvania Turnpike, though the turnpike's colonial style requirements prevented the use of the signature orange roof. This move cemented its reputation with a motoring public wary of roadside restaurant quality. The company began construction of 200 new restaurants throughout the American Southeast and Midwest in 1947, and by 1951 company sales totalled $115 million.
In 1954, the company diversified by opening its first Howard Johnson's Motor Lodge in Savannah, Georgia, marking its official entry into the hotel business. The company employed architects Rufus Nims and Karl Koch to design the rooms and gate lodge, with Nims having previously designed restaurants for the chain. The brand's lamplighter character joined the Pieman in marketing the lodging side of the business. That same year, Howard Deering Johnson turned control of the company over to his 26 year old son, Howard Brennan Johnson. The company went public in 1961, reporting 605 restaurants and 88 motor lodges across 32 states and The Bahamas.
Operational innovations and menu development
Howard Johnson's was an innovator in food service systems. In 1961, the company hired renowned chefs Pierre Franey and Jacques Pépin to develop recipes at its main commissary in Brockton, Massachusetts. They created signature dishes that could be flash frozen and shipped to restaurants nationwide, ensuring consistency and reducing costs, a system later adopted by fast food chains. The company also popularized fried clam strips from the Soffron Brothers Clam Company, making the 'foot' of hard shelled sea clams a national favourite when whole fried clams were less accepted. The chain introduced child friendly amenities like themed menus that could be converted into masks or featured maps, and a birthday club where children received cards for a free meal.
The company held promotions to engage customers, including a contest where patrons who submitted proof they had sampled all 28 ice cream flavours received a free cone. In the late 1960s and early 1970s, the company attempted to introduce new concepts like the Ground Round restaurant chain to increase profits. Around this time, the chain also introduced 'HoJo Cola' and other private label sodas, which disappointed some customers who preferred national brands like Coca Cola. These innovations and promotions were part of an effort to maintain the chain's family friendly appeal in the face of changing consumer tastes and increasing competition.
Civil rights and social history
The chain was involved in the civil rights movement. In 1957, a Howard Johnson's in Dover, Delaware, refused service to Komla Agbeli Gbedemah, the finance minister of Ghana, prompting a public apology from President Dwight D. Eisenhower. The Congress of Racial Equality organized protests and sit ins at multiple locations, including actions in Durham, North Carolina, and Cicero, Illinois, where future senator Bernie Sanders helped organize picketing as a student activist. In December 1962, the company issued a formal statement to the press opposing racial segregation in its restaurants, citing corporate policy against discrimination and praising the work of CORE and the NAACP.
Howard Johnson's restaurants by the 1960s were known to be accommodating to members of the gay community in some areas. On April 21, 1966, members of the Mattachine Society staged a 'Sip In' at the Howard Johnson's in Greenwich Village to protest New York liquor laws that prevented serving gay customers, and they were served without incident. In the late 1960s, gay liberation activist Marsha P. Johnson chose her drag queen surname inspired by the Howard Johnson's restaurant on 42nd Street. These incidents placed the chain at the intersection of significant social changes in mid century America.
Peak, challenges, and violent incidents
The Howard Johnson Company reached its zenith around 1975, with over 1,000 restaurants and 500 motor lodges across 42 states and Canada. However, the late 1970s marked the beginning of a steep decline. The 1973 oil embargo severely hurt a business that received 85 percent of its revenue from travellers. At the same time, the chain's full service, sit down model faced intense competition from faster, cheaper fast food outlets like McDonald's. Howard Brennan Johnson attempted to streamline operations by serving cheaper food and employing fewer staff, but this alienated customers who compared the new era unfavourably to past service.
The company suffered from several violent incidents at its properties in the early 1970s that damaged its reputation. On July 23, 1971, a fire on the 12th floor of the New Orleans motor lodge killed six people. On January 7, 1973, a sniper used the roof of the same hotel to kill nine people and injure 12 others. On November 8, 1974, singer Connie Francis was assaulted at a lodge in Jericho, New York, leading to a $2.5 million lawsuit judgment against the motel chain that prompted reforms in hotel security, including inspiring the invention of the keycard lock. These tragedies occurred as the business model was already under severe economic pressure.
Ownership changes and dismantling of the chain
In 1979, the Johnson family sold the company to Imperial Group PLC of London for more than $630 million, which included 1,040 restaurants and 520 motor lodges. Imperial recruited G. Michael Hostage to replace Howard Brennan Johnson as CEO in 1981. After four years, Imperial sold the company to Marriott Corporation in 1986 with Hostage's assistance. Marriott was primarily interested in the real estate of the company owned restaurants, many of which were in prime highway locations suitable for conversion to its other brands like Big Boy or Roy Rogers. Marriott quickly demolished or converted these sites, sharply reducing the number of restaurants.
In a simultaneous transaction, Marriott sold the motor lodge business and the Howard Johnson trademark to Prime Motor Inns, an existing franchisee. By the end of 1987, only 90 Marriott owned Howard Johnson's restaurants remained, falling to 50 by mid 1991. Prime Motor Inns preserved the lodges but ceased operations in 1990 due to weak hotel markets. Franchisees then formed Howard Johnson Acquisition Corporation, later renamed Howard Johnson International, to maintain the lodging rights. The restaurant chain continued to dwindle, and the last franchised restaurant in Lake George, New York, closed in 2022. The hotel brand was later acquired by Wyndham Hotels and Resorts in 2006.
Cultural impact and historical significance
Howard Johnson's left a lasting mark on American travel and dining culture. For decades, its orange roofs, cupolas, and weather vanes were symbols of reliability and comfort for families on road trips. The chain pioneered restaurant franchising and developed a commissary system for frozen food distribution that influenced the entire fast food industry. Historian Paul Freedman noted the chain's influence was most apparent in its pioneering use of franchising and adaptation to the American highway, with fast food chains later trimming and improving on its model. The company served more meals outside the home in the 1960s than any other entity except the United States Army.
The chain introduced now common concepts like detailed children's menus, the 'doggy bag' for leftovers, and promotional placemats with crayons. Its A frame motor lodge office building became an important architectural symbol, though by the 1970s it was considered too expensive to build at new locations. The brand celebrated its 100th anniversary in 2025, a milestone reflecting its deep roots in 20th century American life. While ultimately surpassed by more specialized competitors, Howard Johnson's defined an era of roadside hospitality and its story reflects broader shifts in American consumer habits, transportation, and the economy.
Questions about Howard Johnson's
Is there still a Howard Johnson's restaurant?
No, the last Howard Johnson's restaurant, located in Lake George, New York, closed permanently in 2022. The once vast chain, which peaked at over 1,000 locations, has completely disappeared from the dining landscape. The brand now exists solely as a hotel chain under the ownership of Wyndham Hotels and Resorts. The famous ice cream and frozen food lines are also no longer manufactured.
What was Howard Johnson's known for?
Howard Johnson's was famous for several signature items and innovations. It was best known for its 28 flavours of ice cream, made with a high butterfat recipe. The chain also popularized fried clam strips across the country. It pioneered restaurant franchising and a system of shipping flash frozen food from central commissaries to ensure consistency. Visually, it was recognized by its bright orange roofs, aqua colour scheme, and the Simple Simon and the Pieman logo.
When did Howard Johnson's start?
The business originated in 1925 when Howard Deering Johnson bought a pharmacy in Wollaston, Massachusetts. The first official Howard Johnson's restaurant opened in Quincy, Massachusetts, in June 1929. The company began franchising restaurants in 1935 and opened its first motor lodge in 1954. The brand celebrated its 100th anniversary in 2025, marking a century since its founder's initial entrepreneurial venture.
How is Howard Johnson's connected to civil rights history?
Howard Johnson's restaurants were sites of protest during the civil rights movement. In 1957, one location refused service to a Ghanaian government minister, causing an international incident. The Congress of Racial Equality organized sit ins and demonstrations at segregated Howard Johnson's locations in several states. In 1962, the company issued a formal statement opposing racial discrimination in its restaurants, aligning its corporate policy with the goals of civil rights organizations.
Sources: Wikipedia and current public reporting, checked by the Novello Desserts desk. Last updated 2026-10-19.
