Mention the name Howard Johnson to anyone who grew up between the 1940s and the 1970s, and they will tell you stories of sitting at the counter or a table of an orange-roofed restaurant offering hamburgers, hot dogs, clam strips and the most delicious ice cream.
For younger generations, HoJo, as it is affectionately called, is more well-known for its retro-inspired lodging properties located along American roadways.
The hospitality brand, which began in 1925 at a small corner pharmacy with a soda foundation in Quincy, MA, and is now a global hotel chain for Wyndham Hotels & Resorts, is celebrating 100 years as an American institution.
“We have a century of memories and nostalgia,” said Anthony Pizzuto, chief happiness officer & brand leader, Howard Johnson by Wyndham. “Parents remember traveling with their parents, and now their children and grandchildren reminisce about those same experiences—staying or dining at a Howard Johnson’s. Nostalgia is powerful, and retro never really goes out of style. People love to look back at the brands that shaped their lives, and Howard Johnson is one of them.”
Although the last Howard Johnson’s restaurant closed in Lake George, NY, in 2022, the founder’s legacy lives on in the Howard Johnson by Wyndham hotel brand, which has more than 300 hotels in its portfolio across the globe.
“Howard Johnson was truly the godfather of modern franchising,” said Pizzuto, who moved into his position in June. “He identified a need and filled it—starting with restaurants, then adding hotels to serve the traveling public who needed a warm meal and a place to rest along the newly built highways. That’s how the brand became synonymous with the American road trip.”
Howard Johnson’s lodging business launched in 1954 with a motor lodge in Savannah, GA. After a period under the ownership of the Marriott Corporation and several name changes, Howard Johnson International Inc. became a subsidiary of Hospitality Franchise Systems Inc. That firm, which eventually merged with other companies to form Cendant Corporation, spun off its hotel business into Wyndham in 2006.
“It’s been a foundational part of the company’s portfolio ever since,” said Pizzuto.
In the U.S., there are about 140 Howard Johnson hotels, stretching from Maine down the East Coast through Florida, then across Texas and up to California.
“It actually forms a bit of a smile when you look at the map,” noted Pizzuto. He added that there are opportunities in the Midwest to bring the brand to new markets.
If there is one word to describe the franchisees of Howard Johnson hotels, it is “loyal.” The brand leader noted that many of them have been with the brand for decades. In fact, he said, the owners of the Howard Johnson by Wyndham Anaheim Hotel & Water Playground have been with the brand for six decades.
“That kind of loyalty is rare in hospitality and speaks volumes about the strength of the brand and the relationships we’ve built with our owners,” said Pizzuto.
What attracts these franchisees to the brand, he said, is its awareness, legacy and simplicity.
“It’s easy to open, affordable to stand up and backed by the power of Wyndham,” Pizzuto noted. “We offer strong operational support, technology like Wyndham Connect for mobile check-in and upselling and, of course, Wyndham Rewards—where one in every two guests at our economy hotels is a member. That combination of legacy and modern infrastructure makes owning a Howard Johnson an easy decision.”
In 2019, Wyndham launched the Renew initiative to refresh the Howard Johnson guestroom experience.
“We took grandma’s dated decor and replaced it with something bright, modern and nostalgic at the same time—orange and teal accent walls, retro-inspired furniture and mid-century details,” he explained. “Franchisees love it because it’s cost-effective and easy to install but still full of character.”
The company has already introduced Renew 2.0, which refines the look—dialing down the orange, refreshing the artwork but keeping that timeless retro vibe.
“We’ve also created a design philosophy called the Three Points of Retro,” said Pizzuto. “It gives owners flexibility to showcase their property’s own personality while staying true to the brand. Perhaps they opt for our classic tufted vinyl headboard or choose a more durable version that suits their market. Maybe they swap out our tulip lamps for another mid-century-inspired option. It’s about maintaining guardrails while letting creativity shine through.”
The growth plan for Howard Johnson in the U.S. involves finding the right owners and expanding organically.
“The interest is there, and we have a healthy pipeline for a brand our size,” said Pizzuto. “Howard Johnson is a great gateway into the economy segment—it’s approachable and has strong brand awareness and a legacy that people know and trust. Some owners are even buying original Howard Johnson properties that still have the restaurant structures attached, and we love seeing that enthusiasm to revive the full experience.”
To that end, it may not be long before Wyndham revives the restaurants and the long-beloved ice cream offerings, considering the company owns the intellectual property for both.
“We’re putting our heads together in terms of the things that we can do to make operating a Howard Johnson hotel fun, exciting and marketable,” he said. “So, we’re really thinking about how we can bring those components back to life and use them as tools to make Howard Johnson more attractive to franchisees.”
The brand also has a presence in Canada and Mexico, but its portfolio in South America, particularly in Argentina, and overseas may be a bit surprising given its American heritage.
“China, in particular, is really interesting,” said Pizzuto. “The product in that country is very different than what you see in the U.S. When you go to China, Howard Johnson’s are almost upscale, resort-style properties. It is interesting when we have our Asia-Pacific guests experience a HoJo over here. It’s very popular over there, and I believe it has to do with the brand equity and the recognition Howard had built for us globally, as well as the color choices and amenities that they’re able to incorporate, including food and beverage offerings and other elements.”
As a 100-year-old brand steeped in nostalgia, Howard Johnson by Wyndham will continue to focus on opening new hotels worldwide as it moves into its next century of retro hospitality.
Fried clam strip soap?
HoJo celebrates with its guests
Wyndham has been celebrating Howard Johnson’s 100-year milestone with unique, nostalgic items, giveaways and an Instagram campaign.
“For our 100th anniversary, we wanted to celebrate the nostalgia that made Howard Johnson iconic,” explained Anthony Pizzuto, chief happiness officer & brand leader, Howard Johnson by Wyndham.
No, the HoJo’s Original Fried Clam Soap does not smell like the favorite dish of restaurant-goers of yesteryear. While the box has the look of an old HoJo advertisement, the block inside has been infused with lemon, sea salt and a hint of butter—an homage to the butter-soaked rolls the strips were once served with.
At the Wyndham Global Conference earlier this year, the company introduced a time capsule celebrating 100 years of Howard Johnson, which included an orange bathrobe, a hat, an ice cream cone bucket and the fried clam soap.
“We recently just did a big giveaway for our guests, team members and franchisees to get their own time capsule,” said Pizzuto. “That was a great way to draw attention to the brand.”
Perhaps the most unique way the brand is connecting with its longtime fans is through its ongoing Instagram campaign in which followers can post personal memories of Howard Johnson—such as a special meal at the restaurant or a significant stay at one of the hotels—and Wyndham will have an artist turn it into a mid-century, retro-style illustration that will be shared on the HoJo account.
“We’ve already launched the first one where the person shared a story about having dinner at a Howard Johnson restaurant with the ice cream and the clam strips,” said Pizzuto. “We are going to do about five of these to celebrate our guests and those memories.”
He added that the brand is also running a campaign with influencers such as Carly Knight, who posts about vintage apparel and retro decor.
“We sent her and her partner on the road to Howard Johnson and hooked her up with a time capsule to tell the Howard Johnson story,” said Pizzuto. “We’re also partnering with others who have these big followings to help get our awesome history and message out.”
—Adam Perkowsky
Howard Johnson through 100 years
1925
Howard Deering Johnson opens his first soda fountain in Quincy, MA, serving his famously rich ice cream
1929
Launches first full-service restaurant in Quincy, with fried clams, hot dogs and 28 flavors of ice cream
1954
Opens first motor lodge in Savannah, GA—blending lodging with the brand’s restaurants, a roadside travel innovation
1965
Standardized orange roofs and turquoise cupolas make locations instantly recognizable to travelers
1985
Marriott Corp. purchases Howard Johnson Co. Sells off franchise rights, company-owned hotels and franchised restaurants to Prime Motor Inns. Marriott keeps company-owned restaurants
1990
Brand acquired by Hospitality Franchise Systems (now Wyndham Hotels & Resorts)
1993
Howard Johnson enters Argentina. Over the decades it becomes the brand’s largest international market outside the U.S., with dozens of properties across the country
1999
The first Howard Johnson hotel opens in Shanghai, marking entry into Asia. The brand grows in tier-one and tier-two cities across China
2015
Wyndham introduces the Renew guestroom design, a modern update emphasizing bright colors and retro-inspired touche
2022
Last restaurant closes in Lake George, NY
2025
Brand celebrates 100 years as a staple of Americana
