Roy Rogers Tests New Store Design; Plans Systemwide Rollout

Frederick, Md. — Roy Rogers® Restaurants has successfully rolled out a new store design at its Westminster, Md., restaurant. The restaurant remained open throughout the renovations. Roy Rogers will next undertake updates at its test kitchen store in Frederick, Md., after which it will remodel one additional restaurant and open two new ones with the design before rolling it out systemwide.

The new format features new lighting illuminating an exterior boasting a bolder logo presence, natural stone towers and new pylon and building signage. Inside, upgraded furniture, fixtures and equipment have been arranged on a new wood-finish plank-tile floor to create a warmer, more welcoming and more open atmosphere with a greater variety of seating options. One of the most striking new features is a live-edge Monkey Pod wood table (pictured at left), imparting a more modernized look and feel while retaining brand relevance with its rustic character.

Executive Vice President Jeremy Biser says the new design is part of a broader plan to strengthen performance of existing locations and prepare Roy Rogers to launch a new expansion effort. Over the past year the company also has signed new contracts for beverage supply, food distribution, site analysis and marketing services, adds Biser, as well as other key corporate staff in marketing, IT and franchise support, and has upgraded menu items.

“We’re looking at all aspects of our operations to make our brand more relevant and drive home our positioning as being a cut above the typical QSR,” says Biser. “At the same time, we are intently focused on increasing efficiencies both to enhance guest satisfaction and build our bottom line. We’re very optimistic that these changes will benefit our business.”

Founded in 1968, the Roy Rogers Restaurant system today consists of 48 corporately run and franchised locations in Maryland, Virginia, West Virginia, New York, New Jersey and Pennsylvania. The company plans to expand in the Mid-Atlantic and Northeast, primarily by partnering with established restaurant operators. For more information, visit and


SOURCE: Roy Rogers® Restaurants

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