A rendering of the new Shakey’s prototype in Culver City, California. | Rendering courtesy of Shakey’s USA
Shakey’s is coming back. Though it never really went away.
The Sacramento, California-born quick-service chain this month will debut a new prototype location designed to revive the more than 70-year-old brand for a new generation.
This new iteration was developed by John Tilley, whose family owns Jacmar Companies, a longtime Shakey’s franchisee that acquired Shakey’s USA (and rights to North America) in 2004 from Inno-Pacific Holdings.
Tilley, who literally grew up with the brand, took over Alhambra, California-based Jacmar from his father, Bill Tilley, who passed away in 2013. Last year, the Tilley family bought out shareholders and consolidated ownership of Shakey’s USA.
The chain, which at its prime in the 1970s had more than 500 units across the country, had been steadily shrinking over the years. Currently, there are 47 locations, mostly in Southern California.
Now John Tilley hopes to get the brand growing again. He sees an opportunity to tap into the nostalgia that surrounds the Shakey’s brand—in particular the era he grew up in.
The new flagship unit in the Culver City neighborhood of Los Angeles, for example, is a walk into the 1980s, with movie references (a poster of E.T. next to a pay phone) and Trapper Keepers and video games.
“It’s like a Hard Rock Café but for grownups who were Gen Xers,” said John. “You’ll be able to go, “Oh, I had that Trapper Keeper,’ or ‘I had that lunch box. I remember this Nintendo game, and eight-track cassettes and Polaroid cameras.’”
And, though Shakey’s remains limited service with counter-ordering, John’s goal is to make the brand feel more like the pizza parlor of its early days.
When Shakey’s was first launched in 1954 by Sherwood “Shakey” Johnson, it was meant to be a “mishmash of cultures,” said John.
Johnson, a World War II vet, wanted it to evoke a British pub, but serving Italian food and German beer. The original locations had live Dixieland jazz and banjo players.
The concept was a hit, and Shakey’s later became the first pizza chain franchise in the U.S. (Pizza Hut came later, launching in 1958.)
John wanted to bring back that “parlor-esque” feel, with the Tiffany lamps, picnic table seating and red booths. The new prototype has a bar, serving beer and wine and an outdoor patio.
It’s still family-friendly, however, with a revamped game room for kids.
Shakey’s is known for pizza, fried chicken and crispy Mojo potatoes. | Photo courtesy of Shakey’s USA.
Menu-wise, not much has changed.
Shakey’s began as a pizza concept, and the dough is still made fresh daily in restaurants, and mozzarella is freshly grated.
Franchisees later added fried chicken and the chain’s signature fried Mojo Potatoes, which were adopted systemwide and remain key sellers.
At lunch, Shakey’s still offers its Bunch of Lunch buffet, an all-you-can-eat offering of pizza, chicken, potatoes and salad for $14.99 on weekdays and $15.99 on weekends, which now accounts for about 40% of revenue.
Despite its shrinkage in the U.S., Shakey’s has a huge global presence with more than 400 units operated and franchised by Philippines-based Shakey’s Pizza Asia Ventures Inc.
Of the 47 units in the U.S., 21 are franchised, and the rest are operated by Jacmar.
Last year, the chain had close to $72 million in domestic sales, a decline of 7%, according to Restaurant Business sister brand Technomic. That was based on 44 units, down 4% from the prior year.
Over the past few years, a number of restaurant chains from past generations—some of which were completely dead and gone—have attempted comebacks, including Steak & Ale, The Ground Round, Sweet Tomatoes and, most recently, Chi-Chi’s.
Shakey’s has the distinct advantage of being very much still alive.
Later this year, a second Jacmar location with the new design is scheduled to open in Los Angeles.
John hopes to do more—and to demonstrate to franchisees how embracing Shakey’s past could help drive the brand’s future.
“I think the buzz is going to grow,” he said. “Because people are like, ‘Wait, there’s a Shakey’s here? Shakey’s is still around?’
“We’re still here,” he added. “Whether you’ve heard of us, or you forgot about us. You’re going to see a lot more of us.”
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.
Lisa Jennings is a veteran restaurant industry reporter and editor who covers the fast-casual sector, independent restaurants and emerging chain concepts.
View All Articles by This Author
Dining and Cooking