Roy Rogers Franchise Company, LLC is a Mid-Atlantic and 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.
History
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, not far from the Hot Shoppes
on Columbia Pike.
That Roy Rogers is now a McDonald's.
Another Jr.
Hot Shoppes that became a Roy Rogers was at 5214 River Road, in Bethesda, Maryland, directly
across the street from the original headquarters of Marriott Corporation.
Marriott senior executives and members of the Marriott family were frequent patrons
of the location.
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.
New ownership and relaunch
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.
Key dates 1968: The first Roy Rogers opens at 5603 Leesburg
Pike, Falls Church, Virginia.
1970s: Roy Rogers chain flourishes under Marriott.
Several hundred franchised and company units open.
1970s First Long Island stores open in Greenvale and Commack
1973 Stores in Uniondale, Island Trees and Farmingdaleopen
1975: Long Island store opens in Shirley, New York, in Suffolk County.
1976: Roy Rogers in Fairfax, Virginia is robbed, in a high-profile case, where five employees
were herded into the restaurant's freezer and shot in the head.
Four people were killed, and one survived.
1980s: Franchisee Plamondon Enterprises, Inc. opens 7 and acquires 3 Roy Rogers locations.
1982: Marriott purchases the Gino's restaurant chain for $48.6 million and converts many
of the restaurants to Roy Rogers.
1982: Marriott threatens to take the Riese family, a franchisee, to court when they discovered
the Rieses were reserving space for Häagen Dazs and Godfather's Pizza in a property slotted
for a Times Square Roy Rogers restaurant.
1989: Marriott decides to get out of the fast-food business and sell its Roy Rogers, Howard Johnson's,
Bob's Big Boy and other chains to concentrate on its fast-food operations catering to captive
buyers at airports and along turnpikes. 1990: A total of 648 Roy Rogers locations
are in operation—primarily in the Northeast and Mid-Atlantic states.
1990: Marriott sells Roy Rogers to Hardee’s, subsidiary of Imasco, for $365 million in
its plan to exit the fast-food business.
1990: Hardee’s converts 220 Roy Rogers locations to Hardee’s.
1992: Due to customer loyalty, Hardee's reconverts 220 former Roy Rogers locations back to Roy
Rogers.
1992: Jordan, McGrath, Case & Taylor Inc., a New York advertising agency, is hired to
promote the Roy Rogers brand.
1992: Ronald R. Powell, who ran Roy Rogers from 1985 to 1987 under Mariott, becomes President
of Roy Rogers and is believed to have influenced Hardee's decision in dropping its conversion
strategy and restoring the chain to its original identity.
1993: With much fanfare and a celebrating featuring cowboys and pony rides for children,
an experimental super Roy Rogers opens at the Vienna, VA location.
The store features usual Roy Rogers food items but with added flair, such as third pound
burgers, BBQ sauce served with a ladle, and an improved dining room with television screens.
1994: Hardee's sells 84 company-owned Roy Rogers restaurants in the Philadelphia region
to Boston Market for $22 million.
1995: Hardee's sells 45 company-owned Roy Rogers restaurants in New York region to Wendy's
International Inc. 1996: Hardee's sells 184 company-owned Roy
Rogers restaurants in the Baltimore/Washington region to McDonald's for $74 million.
1996: Only 13 Roy Rogers franchisees remain operating a total of about 152 units through
the Northeast, including 48 units in highway travel plazas and 15 in New York City.
1997: CKE Restaurants acquires Hardee’s from Imasco.
Imasco retains Roy Rogers trademark due to a franchisee lawsuit.
1997: The Riese family, now franchisees of 18 Roy Rogers restaurants, sues CKE Restaurants
and Imasco for $10 million, claiming the Roy Rogers chain has been destroyed through "a
series of marketing errors of epic proportions."
1997: CKE enters into a management agreement for the six Roy Rogers restaurants currently
operated by Hardee's.
CKE also agrees to perform services relating to the continued franchise operations of the
Roy Rogers restaurant chain for $1.5 million over three years.
1990’s: Franchisee Plamondon Enterprises, Inc. opens two and acquires three Roy Rogers
locations.
2000: Plamondon Enterprises, Inc. opens a new Roy Rogers prototype unit in Frederick,
Maryland.
2001: Plamondon Enterprises, Inc. develops and opens a new Roy Rogers unit in Germantown,
Maryland in a former Burger King.
2002: Imasco sells Roy Rogers trademark rights to Plamondon Enterprises, Inc..
2003: HMSHost signs agreement to continue operating Roy Rogers in travel plazas.
2003: Roy Rogers Franchise Company unveils its “Roy Rogers Rides Again!”
refranchising growth initiative.
2003: Roy Rogers Restaurants launches royrogersrestaurants.com website.
2004: Roy Rogers opens in Gaithersburg, MD in a former Hardee's.
2004: Todd Restaurants, Inc. sign new long-term Pioneer Franchise Agreement for its four Roy
Rogers locations in Alexandria, VA. 2005: SmithGifford is selected as the agency
of record for Roy Rogers Restaurants. 2006: Roy Rogers Restaurants rank 4th in the
Franchise Times "20 to Watch in 2006."
2007: Roy Rogers opens in Ranson, WV and Westminster, MD.
2007: Super Value, CT, LLC enters into a long-term Franchise Agreement for a Roy Rogers location
in North Stonington, CT. 2008: Roy Rogers opens in North Stonington,
CT on January 24, 2008.
2009: Roy Rogers opens a second location in Germantown, MD on January 28, 2009 in a former
Wendy's.
2009 Roy Rogers closes in Manchester, CT leaving one restaurant in Connecticut.
2009: Roy Rogers closes in Penn Station, leaving one restaurant in New York City.
2009: Roy Rogers Restaurants re-designs royrogersrestaurants.com website.
2009: Roy Rogers Restaurants creates official profiles on Facebook, Twitter, and YouTube.
2009: Last Roy Rogers in Delaware closes on December 26, 2009 for Delaware House Service
Plaza redevelopment; it was replaced with Burger King on June 28, 2010.
2010: Last Roy Rogers on Long Island closes on November 29, 2010.
2012: Last Roy Rogers in Ohio, located in Eastgate, changes its name to Roney's.
2014: Retains the Roy Rogers sign at this time.
2012: Roy Rogers opens in Burtonsville, MD in the new Burtonsville Town Square shopping
center.
2013: Roy Rogers opens in Waldorf, MD at 3310 Crain Highway, in a former Arby's
Products and services
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 and the Double-R
Bar Burger.
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 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.
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.
Locations As of June 24, 2014, there are 53 total Roy
Rogers Restaurants in 6 states: Maryland
New Jersey New York
Pennsylvania Virginia
West Virginia
See also List of fast-food chicken restaurants
References
External links
Roy Rogers Restaurants