The brand operates in Maryland, Virginia, West Virginia, New York, New Jersey, and Pennsylvania. Two franchised stores are in the pipeline for the brand’s largest franchisee, HMSHost. Another company-operated store is in its final lease negotiation stage. But the main goal in 2020 is to sign two to three multi-unit development agreements targeting Maryland, Virginia, Delaware, and Pennsylvania; areas further South and West will come later, as well.
“I’d say the last 18 months was about gearing up for the future,” Biser says. “Now it’s transitioning to actually signing the people that will grow with us and building that pipeline up. This year is really all about recruiting. So then next year and beyond, the net development pipeline will start expanding.”
Going forward, each new store will feature Roy Roger’s new store design. Biser explained that it was divided into two components—improving operations and enhancing the customer experience. When it came to operations, the team focused on optimizing the drive-thru and back-of-the-house layout to reduce steps and increase speed of service. On the consumer side, Roy Rogers hired an outside design firm to elevate brand relevance. As part of the process, the team redefined its consumer base and worked with the design firm to input modifications that appealed to those guests. Outside the building, Roy Rogers added stacked-stone towers to the main entrance and drive-thru. The brand also added a description of its food as a sub logo to raise awareness among new customers. There’s a new color scheme, lighting fixtures, digital menu boards, artwork, flooring, furniture, seating arrangements, and a panel describing the company’s history.