Roy Rogers Readies for Unit Growth with Prototype Remodel and Technology Upgrades

by Katie Lee

Frederick, Md. — Roy Rogers Restaurants, a western-themed quick-service restaurant chain based in Frederick, Md., has made key investments in remodeling and technology initiatives to drive brand growth with franchise partners.

Renovating a collection of restaurants that were built in different decades and survived a host of design trends was a challenging goal. The stores needed changes, both inside and out, to ultimately look and feel like they belong to the same family. The design had to respect the past, while improving convenience for guests and speed of service — affecting both sides of the counter for years to come. The result is an operationally efficient redesign that keeps its genuine ‘look and feel’ with a modern twist by using natural wood, neutral colors and warm lighting.

In addition to the aesthetic changes, remodeled locations also invested in updated technology including new electronic menu boards, LED lighting, an elevated drive-thru experience and enhancements to third-party delivery. All locations also launched the new Roy Rogers mobile app last year.

“We constantly look at all aspects of our operations to make our brand more relevant and drive home our positioning of being a cut above the typical quick-service restaurant,” says Jim Plamondon, co-president of Roy Rogers. “At the same time, we are intently focused on increasing efficiencies both to enhance guest satisfaction and build our bottom line. We’re fully invested in achieving these goals and optimistic these changes will improve profitability and attract new customers and franchisees.”

So far on its journey, Roy Rogers has implemented remodeled designs in 10 locations and has funded plans to revamp several locations next year.

“The mission behind the redesign and remodel initiative is to highlight the brand’s honest, natural and inviting elements,” adds Plamondon. “The materials used, from wood and black iron, down to the nuts and bolts, should provide a simple look that’s clean, warm, honest and natural.”

Founded in 1968, Roy Rogers currently consists of 25 company-owned restaurants and 17 franchise restaurants in six states. Qualified franchise investors are now being sought to develop the brand. For more information, visit



SOURCE: Roy Rogers Restaurants

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