HoJo Brings Back Iconic Clam Strips in Celebration of Centennial--but with a Twist

Rhea-AI Summary

Howard Johnson (NYSE:WH) is celebrating its 100th anniversary with a unique marketing campaign that pays homage to its iconic fried clam strips. The company has launched a limited-edition Fried Clam Soap, designed to replicate the appearance of its famous dish with a scent blend of lemon, sea salt, and butter notes.

The commemorative soap will be available at select Howard Johnson hotels for guests who mention "fried clams" at check-in, with only ten boxes available per location. Starting October 3, 2025, consumers can purchase the soap online for $19.25 per box, with only 100 units available nationwide. The price point deliberately references the company's 1925 founding year.

Positive

• Creative marketing initiative leveraging brand nostalgia and heritage
• Limited edition product creates scarcity and potential collector's value

Negative

• Limited revenue potential due to small production run of promotional items

News Market Reaction

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+0.74% News Effect

On the day this news was published, WH gained 0.74%, reflecting a mild positive market reaction.

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Limited edition fried clam soap is a sudsy, retro surprise; available at select hotels for a brief time and for purchase online starting October 3

PARSIPPANY, N.J., Sept. 16, 2025 /PRNewswire/ -- Get ready to lather up with nostalgia. In celebration of 100 years of retro roadside family fun, Howard Johnson® is bringing back one of its most legendary menu items—the fried clam strip—but not in the way you think. Introducing HoJo's Original Fried Clam Soap, a sudsy tribute to a dish as iconic as the brand's unforgettable orange roofs, available today at select Howard Johnson hotels across the U.S. and for purchase online later this month.

Designed to look just like the crispy classics that helped put HoJo on the map, these limited-edition soaps are anything but fishy, thanks to infusions of lemon, sea salt and yes, just a hint of butter—an homage to the butter soaked rolls the strips were once served with.

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"Howard Johnson is a brand woven into America's cultural fabric and beloved by millions for generations. As we celebrate 100 years, our limited-edition fried clam soap is a fun, nostalgic tribute to the brand's storied past and a playful nod to the retro-modern, family-friendly spirit that continues defining our hotels today."

– Marissa Yoss, Head of Marketing, Howard Johnson by Wyndham

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How to Get Yours
For the next three weeks, guests staying at one of five participating HoJo hotels across the U.S. can request a complimentary box of soap at the front desk by mentioning the code words "fried clams" upon check-in. Up to ten boxes will be available per hotel, each distributed on a first-come, first-served basis. Hotel reservation must have been made prior to Sept. 16. A full list of participating locations—from Anaheim, Calif. to Ocala, Fla.—is available here.

Can't make it to a hotel but still want to get your hands on this one-of-a-kind collector's item? Starting at noon ET on Friday, October 3, soaps will also be available for purchase at HoJo.com for $19.25 each before tax, a nod to the brand's founding. Fans must act fast, as only 100 boxes are available. Free shipping included. Limit one per household. U.S. residents only. Learn more at HoJo.com/100.

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"For the last 100 years, the HoJo brand has been synonymous with family road trips, celebrations, and everyday moments turned into lifelong memories. It's a testament to the legacy of our founder, Howard Deering Johnson, and a powerful reminder that the most meaningful journeys are the ones we share with others."

– Anthony Pizzuto, Brand Leader, Howard Johnson by Wyndham

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A Legacy of Hospitality
The Howard Johnson story began in 1925, when Howard Deering Johnson, a young entrepreneur running an apothecary in Quincy, Mass., noticed customers flocking to the soda fountain inside his shop. From that small counter, Johnson expanded into roadside stands, full-service restaurants, and eventually the iconic, orange-roofed hotels that made the brand a staple of American travel.

A century later, that roadside Americana legacy lives on, particularly in today's HoJo hotels, where retro-modern guestrooms blend nostalgia with modern comfort. Bold pops of orange, sleek vinyl headboards, and crisp white linens set the scene, while playful details—like a marshmallow-shaped mirror and custom artwork inspired by the iconic gate lodge roofline—add a wink of whimsy. It's the classic HoJo experience, thoughtfully reimagined for today's traveler. Learn more at HoJo.com.

About Howard Johnson by Wyndham
For over a century, Howard Johnson (HoJo) has been part of America's travel story—welcoming generations with its iconic orange roofs, friendly service, and family-friendly spirit. Today, the brand—one of 25 of under Wyndham Hotels & Resorts (NYSE: WH)—continues that proud legacy with retro-modern inspired guestrooms, thoughtful amenities, and a playful spirit that blends nostalgia with contemporary comfort. Book your next stay at HoJo.com or visit WyndhamDevelopment.com for franchising opportunities. You can also like and follow the brand on Facebook and Instagram.

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SOURCE Wyndham Hotels & Resorts

FAQ

What is Howard Johnson's new Fried Clam Soap and when will it be available?

Howard Johnson's Fried Clam Soap is a limited-edition commemorative soap that looks like their iconic clam strips and features lemon, sea salt, and butter scents. It will be available at select hotels immediately and online starting October 3, 2025 for $19.25.

How can customers get Howard Johnson's (WH) limited edition Fried Clam Soap?

Customers can get the soap in two ways: 1) By staying at participating hotels and mentioning 'fried clams' at check-in (10 boxes per location), or 2) By purchasing online at HoJo.com starting October 3, 2025 at noon ET.

How much does Howard Johnson's 100th anniversary commemorative soap cost?

The limited-edition Fried Clam Soap costs $19.25 per box (before tax), with free shipping included. The price is a reference to Howard Johnson's founding year of 1925.

How many Howard Johnson Fried Clam Soaps will be available for purchase online?

Only 100 boxes of the commemorative soap will be available for online purchase, limited to one per household and available only to U.S. residents.

When was Howard Johnson founded and how did it start?

Howard Johnson was founded in 1925 by Howard Deering Johnson, who began with an apothecary shop in Quincy, Massachusetts. The business expanded from a popular soda fountain to roadside stands, restaurants, and eventually the iconic orange-roofed hotels.