Somewhere in the Midwest in the summer of 1955, Chad, a guitar-playing roustabout, is released from a week in jail ("Jailhouse Rock"). In a nearby dreary little town, a young mechanic named Natalie Haller yearns for love and adventure, unaware that her best friend Dennis has a crush on her. Sitting in Sylvia's Honky-Tonk, the townspeople lament their feelings of loneliness ("Heartbreak Hotel"), before getting interrupted by the roar of a motorbike; Chad has arrived in town ("Roustabout").
In need of a mechanic, Chad is introduced to Natalie, who is instantly smitten ("One Night With You"). Upon learning that Mayor Matilda Hyde and the silent Sheriff Earl enforce the Mamie Eisenhower Decency Act, outlawing "loud music, public necking, and tight pants", Chad seeks to incite rebelliousness in the citizens ("C'mon Everybody"). Whilst Natalie repairs his motorbike, Chad inspires her to take to the open road ("Follow That Dream").
Chad recruits Dennis as his sidekick. The newly-formed duo meets the town's museum owner, Miss Sandra, whom Chad instantly falls in love with. He attempts to smooth-talk her, but she resists ("Teddy Bear/Hound Dog"), retreating to the Honky-Tonk where Natalie's widowed father, Jim Haller, also falls for her.
Matilda's teenage son, Dean Hyde, declares his love for Sylvia's daughter, Lorraine. Chad encourages their blossoming relationship, much to Sylvia's dismay ("That's All Right"). Matilda demands that Dean be sent away on a bus to a military academy. However, Dean disobeys his mother to stay in town with Lorraine ("It's Now or Never").
Desperate for Chad's attention, Natalie disguises herself as a bearded man named 'Ed' to grow closer to him ("Love Me Tender"). Ed dramatically rides into town, with Chad instantly dropping Dennis as his sidekick in favor of him ("Blue Suede Shoes"). Jim receives romance advice from Chad, both unaware they seek the same woman ("Don't Be Cruel"). Under Chad's orders, Ed visits the museum to give Sandra a Shakespearean sonnet, which Dennis had previously suggested, though Sandra unexpectedly finds herself attracted to Ed. Flustered, Ed tries leaving, but Sandra is intent on seducing him ("Let Yourself Go").