Scaling with Smarter Tech: Rock N’ Roll Sushi Goes Live with Thanx
Rock N’ Roll Sushi, the full-service, rock-themed sushi concept, took another step in its digital evolution by going live with Thanx, a loyalty and guest engagement platform known for deep data integrations. For VP of IT David LaRocque—a restaurant technology veteran with experience on both the operator and vendor side—the move reflects the brand’s larger strategy of choosing intuitive systems that serve both front-of-house staff and franchisees.
“Technology has to make sense—not just for our guests, but also for our operators,” said LaRocque. “We aim for a seamless balance: simple for staff to use, frictionless for guests, and smart enough to scale.”
A Marketing Engine That’s Built on Data
The rollout of the Thanx platform—complete with a white-label mobile app and online ordering—builds on Rock N’ Roll Sushi’s push to amplify guest engagement using first-party data. Thanx’s native integration with Toast POS means every in-store and digital transaction feeds automatically into a centralized customer profile. That allows for personalized marketing campaigns and real-time behavioral insights without added friction.
“We've always offered online ordering, and guests use it,” said LaRocque. “But this is about creating a unified, branded experience —wherever and however the guest wants to engage.”
Inside the four walls, the chain also utilizes Toast handheld tablets for tableside ordering and payment, and supports third-party marketplace delivery. Off-premises dining represents a growing share of business—approximately 46%, according to LaRocque. The National Restaurant Association's 2025 Off-Premises Report projects that 75% of all restaurant transactions now occur outside the four walls.
Next: Smarter, More Targeted Marketing
With Thanx and Toast forming the digital foundation, LaRocque is looking ahead to further integrations that will amplify the brand’s marketing. The team currently leverages Merchant Centric to aggregate and analyze online reviews across platforms, turning customer sentiment into actionable insight.
“We want to go beyond just sending promotions,” LaRocque explained. “It’s about identifying our best guests, understanding what they actually like, and then marketing to them in a way that feels relevant—at the right time, on the right channel.”
- A Different Sushi Experience
Rock N’ Roll Sushi opened its 74th location in Port St. Lucie, Florida, in April. Owned by brothers Nick and Vinny Gannascoli, this marks their second Rock N’ Roll Sushi location and marks the company’s 15th Florida location..
The concept was born in 2010 in Mobile, Alabama, created by husband-and-wife duo Lance and Gerri Mach Hallmark. Drawing on more than a decade of experience in the food and bar industry—including stints at the Hard Rock Casino in Biloxi—they set out to reimagine sushi for American audiences, blending bold flavors with a high-energy, rock-inspired atmosphere.
The menu reads like a setlist, with categories such as Opening Acts, Classics, Green Room, Headliners (with Raw Tracks), Back Stage Hibachi, Kids Rock, and After Party. Fan favorites include Crispy Wontons and creatively named rolls like VIP, Head Banger, and Punk Rock. Diners can also choose from sashimi, hibachi, and ramen.
“Our bread and butter are people who want a different sushi experience,” said VP of IT David LaRocque.
The décor also leans into the rock and roll theme. Neon signs illuminate black walls and the guitars on display. A massive video wall plays music videos from rock’s greatest eras.
The full-service concept averages about 2,000 square feet in size. All locations are franchises.