From the start they were run by idiots.
The franchise was Jax (as in Jack's) Roast Beef. Which is a perfectly germane name.
But instead the went with a name that sounds like a tertiary Star Wars character and proceeded to make every mistake in the book in terms of marketing and brand building.
They thought, at times anyway in-between creating various ____ bars, that their core demographic was humorless middle-aged adults without kids. Why they thought those people would frequent a fast food place is both heartbreaking and sociopathic.
However, despite that they once had a large number of locations.
Wikipedia says:
At its peak in the 1980s, the Rax chain had grown to 504 locations in 38 states along with an unknown number of restaurants in Guatemala.
I have to say that the above sentence is perhaps the greatest known in the English language. Few sentences in history have conveyed such mystery, beggar disbelief and simply make zero sense all in 25 words or less.
- How the fuck did they get to 504 locations in 38 states? How?
- How or why Guatemala?
- Unknown? Was there a rash of rogue Rax stores in Guatemala?
- Is it possible, that in some deep recess of the darkest corner of Guatemala that Rax still lives?