Guest Attraction: The Jukebox At American-Themed Restaurants

An icon of mid-century American design, the jukebox entertains, evoking fun and freedom domestically and internationally

From Johnny Rockets to Black Bear Diner, one of the most reliably growing restaurant categories for decades has been mid-century American. In our hyper fast, ever changing world, it seems that more and more of us domestically and internationally have sought to slow the pace of daily life, as well as savor it, with variations of the classic diner theme.

As a key piece of American diner decor immortalized in post WWII era TV shows like Happy Days, the jukebox was a kind of communal hearth, where friends and family gathered to celebrate an intoxicating mix of rock ‘n roll, car culture, and seemingly endless possibility.

In contrast to multiple TV screens in some restaurants that merely distract from mood and conversation, the classic diner jukebox is an icon of mid-century American design that evokes fun, freedom, friends and family while encouraging conversation. Now restaurateurs seeking to engage their customers, keep them longer, and keep them coming back for more are looking, once again, at the classic jukebox.

When it comes to jukebox manufacturing here in the United States, there’s only one company that’s making modern jukeboxes in the same tradition as the originals from the mid-20th century: Rock-Ola, the iconic maker of classic jukeboxes that inspired the term rock ‘n roll.

“From the moment guests enter a themed diner, a jukebox like Rock-Ola’s Bubbler sets the tone,” says Peter Casas, General Manager at Pelican Tunes, a national jukebox provider. “The bubbles, lighting, and nostalgic look transports guests to better times in the waiting area, and the music keeps them there until they snap their fingers and click their heels on the way out. There’s something magic about a classic jukebox that attracts guests and brings them back.”

Rock-Ola’s reproduction of the Bubbler, arguably the most popular jukebox of all time, features eight bubble tubes with air bubbles perking merrily to the top, while a kaleidoscope of colors flows from four revolving color cylinders through translucent plastics.

Unlike imported units, Rock-Ola’s all-original, hand-finished, nostalgic jukeboxes are designed to look exactly like the classic style jukeboxes found in diners back in the ‘40s and ‘50s, and the company’s experience making them, in fact, goes back to 1927. The jukeboxes are all assembled by hand; featuring exotic hardwoods, real metal trim, cut glass side mirrors, and are built to stand the test of time.

Since diner decor and atmosphere is all about the details and coordinating the look and feel, it’s important for restaurants to work with a jukebox manufacturer that offers a full spectrum of themes and capabilities, including custom branding.

For car and garage themed restaurants, for instance, Rock-Ola can create classic themed jukeboxes from Ford to Chevy to Corvette and more.

Another popular jukebox look today is the American Legend, licensed by the Harley-Davidson Company, which features an American Eagle, motor driven color cylinders, arch lighting and pilasters, illuminated custom screened glass panels, and intricate woodwork and molded accents at the shoulder and crown.

An even more popular variation is the Harley-Davidson American Beauties jukebox, with 50s era motorcycle girls rotating in the side columns.

For retro diner-style convenience, the company offers counter top Wallettes, chrome plated music selectors with up to 100 title cards and built-in stereo speakers, that can connect directly to the jukebox allowing guests to play their favorite tunes from their seats.

Whether a restaurant chooses a CD flipping jukebox mechanism; an upcoming vinyl record flipping, Happy Days-style jukebox that Rock-Ola is developing; or a commercial touchscreen jukebox with third-party software, it’s important to work with a manufacturer capable of customizing it to the restaurant or restaurant chain’s needs.

For instance, while Black Bear Diner had installed a Rock-Ola Bubbler jukebox with CD changer in every location since its start about 20 years ago, its co-founders recently okayed a transition to a touchscreen and high-tech interior while retaining the beautiful, handcrafted box, according to Casas.

“The question was, could we keep the nostalgic feel of the box without the mechanical show of the arm grabbing a CD in the window,” says Casas, who oversaw the retrofit project. “We knew the success of the project would depend on close cooperation with both Rock-Ola and Black Bear Diner.” The project has been an overwhelming success.

According to Casas, a crescent top marquee with Black Bear Diner artwork was created to convert the existing Rock-Ola heading to the Black Bear Diner brand.

A retrofit to the face of the Bubbler box was required to fit a 19” diagonal touchscreen at the proper angle. Retrofitting the inside was also necessary to accommodate the computer, amplifiers, backup systems, and fans needed inside the box. “We needed different shelving and aerodynamics inside for proper airflow and cooling, and we modified the door to install two bill acceptors on either side of the door for redundant operation,” says Casas.

“Within the first 30 days of planning the job, Rock-Ola sent us a prototype of the box, which we modified, then had 60 built to start,” says Casas. “The jukebox’s end look is very nostalgic, yet customized for Black Bear Diner.”

Besides custom work for Black Bear Diner, Rock-Ola has done specialized jukebox work for Johnny Rockets, and manufactured jukeboxes for restaurant clients such as Fat Burger, Texas Roadhouse, and Mel’s Diner. The company’s products are also used around the world, as Rock-Ola has clients in Moscow, Dubai, the Philippines and India.

“The jukebox’s history goes back over 100 years and was a key part of the mid-century American diner experience,” concludes Rock-Ola’s CEO Glenn Streeter, who says that the use of LED lights instead of fluorescents in jukeboxes will add even more color and ambiance at a fraction of the heat and power. “For restaurants looking to capture some of that nostalgic magic, customize it or update it, there’s no better time than today.”

For more information, visit http://www.rock-ola.com.