According to Johnny Rockets Senior Vice President of International Development, Steve Devine, "Our international expansion strategy during the past 25 years has always been to seek out markets that are receptive to our unique blend of Americana and our all-American flavor profiles. Although the Republic of Korea has long been on our list of highly desirable markets, we understood that, in order to be capable of competing effectively in this marketplace, we would need a development partner that truly understood the Korea culture and business landscape. Shinsegae Food Company is an excellent partner for us in these aspects and it is because we have managed to form this franchise relationship with Shinsegae Food Company that we are now confident that we can effect a successful entry to the Korea market."