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| Type | Wholly owned subsidiary |
|---|---|
| Industry | Fast food |
| Founded | 1968 |
| Headquarters | Frederick, Maryland, U.S. |
| Number of locations | 49 |
| Key people | Roy Rogers (Chain's namesake), Jim Plamondon and Peter Plamondon, Jr. (Co-Presidents, Roy Rogers Franchise Company, LLC) |
| Products | Fast food (including Hamburgers, Roast beef sandwiches, Fried chicken, and French fries) |
| Parent | Plamondon Companies |
| Website | royrogersrestaurants.com |
Roy Rogers Restaurants is a northeastern United States chain of fast food restaurants founded by the Marriott Corporation in 1968 in Falls Church, Virginia. As of August 2012, Roy Rogers had 49 stores: 20 Corporate and 29 Franchised. In 2002, the Plamondon Companies purchased the trademark from Imasco, the former parent of Hardee's. Under the new owners the company is headquartered in Frederick, Maryland.
Roy Rogers' menu consists primarily of hamburgers, roast beef sandwiches, fried chicken, french fries and beverages.
Roy Rogers is a chain of US fast-food family restaurants, numbering over 650 at its peak, named after cowboy movie actor Roy Rogers. Marriott Corporation founded the chain to replace their older Hot Shoppes Jr. fast-food chain, most of which were then converted. They licensed the name from Roy Rogers and operated the restaurants from 1968 through 1990. The first location opened in 1968 in the Bailey's Crossroads section of Falls Church, Virginia, on the corner of Leesburg Pike and Carlin Springs Road (5603 Leesburg Pike). The location is now a McDonald's.
In 1982, Marriott Corporation bought the Gino's restaurant chain for $48.6 million. The company converted 180 of the 313 restaurants to Roy Rogers to expand in the Baltimore/Washington area. In 1990, Marriott sold the chain for $365 million to Hardee's, a Southern chain seeking to expand into the Mid-Atlantic market again. Hardee's converted the remaining non-franchised locations into Hardee's restaurants; many of the new Hardee's continued to feature Roy Rogers' fried chicken. The conversion of the Roy Rogers chain ended in a customer revolt so serious that they actually aborted the whole idea and returned the Roy Rogers brand to stores initially converted.
The restaurants promoted new flame-broiled hamburgers, but they were not the same as the original Roy Rogers products and they later failed.
Hardee's finally sold the remaining Roy Rogers locations to McDonald's, Wendy's and Boston Market between 1994 and 1996. This left 13 Roy Rogers franchisees, with two dozen free-standing locations, in addition to locations owned by HMSHost in travel plazas along highways in the Northeast.
Popular items on the menu are roast beef sandwiches and fried chicken, which was advertised by Roy Rogers under the "Pappy Parker" name in the 1980s using a cartoon prospector. Other signature items at Roy Rogers are the Gold Rush chicken sandwich (a fried chicken breast with bacon, a slice of Monterey Jack cheese, and a honey-based BBQ sauce) and the Double-R Bar Burger (a cheeseburger with ham). The side items featured at Roy Rogers are french fries, baked potatoes, mashed potatoes with gravy, baked beans, coleslaw, side salad, fruit cup, and baked apples.
Though standard Roy Rogers locations serve food in a typical fast-food fashion, some locations (such as the locations that were formerly Jr. Hot Shoppes) and the franchises located throughout Mid-Atlantic highway rest-stops serve the food in a cafeteria-style. An exception is the Allentown service plaza on the Pennsylvania Turnpike's Northeast Extension, which serves its customers in the typical fast-food fashion since it reopened in May 2008 (the entire service plaza had been rebuilt).
In the cafeteria-style restaurants, customers push their trays on rails past stations stocked with pre-wrapped packages of hamburgers, cheeseburgers, and roast-beef sandwiches. A feature of this chain in any of the locations is the Fixin's Bar which features numerous condiments. Because of this, sandwich items are delivered without any of the customary garnishes. After selecting and paying for these items, patrons can garnish them to their own taste at the Fixin's Bar with such items as ketchup, BBQ sauce, mayonnaise, horseradish sauce, lettuce, tomatoes, pickles, and onions. Some locations have Hershey's Ice Cream.
As of January 9, 2013, there are Roy Rogers Restaurants in seven states:
Plamondon Companies took the lead among franchisees in developing products, hosting training sessions and shooting new food photography for their stores. Plamondon Companies is run by Jim Plamondon and Peter Plamondon Jr., the two sons of Peter Plamondon Sr., head of the restaurant division at Marriott when the Roy Rogers brand was created. Roy Rogers was relaunched as Roy Rogers Franchise Company, LLC in 2002 when Plamondon Companies bought the trademark and franchise system from Imasco, the former owner of Hardee's. In 1997, CKE Restaurants acquired Hardee's from Imasco, but Imasco held on to the Roy Rogers trademark and franchise system. Plamondon negotiated with Imasco for about three years before a private purchase agreement was reached in 2002. The first new Roy Rogers restaurant after many years of decline was opened in Frederick, Maryland by Plamondon in 2000 and saw lines out the door.
Based in Frederick, Maryland, The Plamondon Companies is a privately held company with annual revenues of $20 million a year. In 1980, The Plamondon Companies opened its doors with their first Roy Rogers restaurant. As of 2012, there are 20 company-owned Roy Rogers Restaurants, while franchisees operate the rest. The company is seeking franchisees to continue Roy Rogers expansion throughout the northeast region.
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