Howard Johnson’s in the Mid-Atlantic

“Landmark for Hungry Americans.”

This ephemeral restaurant placemat was published by the Howard D. Johnson Company in 1959. It shows a pictorial overview of the Mid-Atlantic region, noting the location of various Howard Johnson Restaurants and Motor Lodges. Various landmarks, agricultural products, and other cultural elements are highlighted with illustrated vignettes.

Howard Deering Johnson opened a small pharmacy in Quincy, MA in 1925, but found that the soda fountain was easily the most profitable aspect of the business. A new ice cream recipe prompted a series of concession stands and, eventually, a family-style restaurant. After the Great Depression, Johnson began to franchise and by the outbreak of WWII there were over 100 restaurants in operation across the eastern U.S. Motor lodges (attached to the restaurants) were added in 1954.