The store remained open throughout renovations. Roy Rogers plans to update its test kitchen store in Frederick, Maryland, next. After, the company said it would remodel one additional restaurant and open two new ones with the design before rolling it out systemwide.
“We’re looking for validation that this adds a more modern look and feel to the store, for transaction growth and for enhanced customer loyalty,” Biser added. “So far, customer reaction and initial business results have been very encouraging.”
Roy Rogers’ current footprint includes units in Maryland, Virginia, West Virginia, New York, New Jersey, and Pennsylvania. It said it’s targeting the Mid-Atlantic and Northeast for franchise expansion.
Roy Rogers started in Falls Church, Virginia, under the direction of Marriott Corp.
The company sold off the chain when its hotel division faced financial woes, and Imasco, then the parent of Hardee’s, snapped it up in an attempt to transform Roy Rogers into Hardee's units to break ground in the Northeast. That conversion attempt failed, and by the mid-90s Hardee's had sold roughly 110 units to Boston Chicken/Market in the Philadelphia area, 150 units in New York and New Jersey to Burger King and Wendy's, and 182 restaurants to McDonald's. In the late 90s, Hardee's was sold to CKE (Carl Karcher Enterprises), the parent company of Carl's Jr.
Jim Plamondon, the son of Pete Plamondon Sr., who worked for Marriott as executive vice president in charge of their restaurant division, overseeing Roy Rogers and other restaurant concepts under their corporate umbrella, bought his father’s operating company, Plamondon Enterprises Inc., in 1998. Along with his brother, Pete Jr., they acquired the Roy Rogers trademark and rights to franchise the concept from Imasco four years later. By then, there were about 75 restaurants.