Roy Rogers Restaurants announced that it has signed an agreement with Burger Brothers Restaurant Group, a multi-brand franchise developer with locations throughout Long Island, Brooklyn and Queens, to open seven new restaurants throughout Nassau and Suffolk Counties and Queens. The Western-themed quick-service concept famous for its trio of roast beef sandwiches, burgers and fried chicken, plans to open its first new restaurant on Long Island in the fall of 2019.
“We haven’t had a location on Long Island in many years, and we’ve received many requests from devoted fans to return,” says Jim Plamondon, co-owner of Roy Rogers Franchise Company LLC. “A year from now, we’ll be answering those requests with a brand new site featuring our high-quality menu of roast beef, burgers and fried chicken as well as our ever-popular Fixin’s Bar. Moreover, we’re thrilled to be bringing our legendary concept back to the area in partnership with great operators like John and Jeff Froccaro. They have an excellent track record of developing successful restaurants, and will be a great addition to our system in optimizing performance of their own sites and reintroducing the brand to Long Island.”
Long Island’s last Roy Rogers closed in November 2010 during a period when Plamondon and his brother, Pete Jr., who jointly purchased the rights to franchise the concept in 2002, were whittling down the system to reach a solid base of sites that could meet the high standards they had for the concept. Over time, the chain has been opening new and renovated sites in Maryland, New Jersey, New York, Virginia and West Virginia, primarily through franchising. The company has debuted 10 new restaurants since the start of 2015, and is now looking to add two to four units per year in strategic markets throughout the East.
In seeking to reestablish a presence on Long Island, Roy Rogers set out to find a strategic partner that knew the market well and had a solid existing organization able to support new restaurants. Burger Brothers, in partnership with Harry Braunstein of Braunstein Turkish LLP, a long-time business partner of the company, has amassed a restaurant empire covering Long Island’s two counties and New York City’s outer boroughs, with 36 Burger King restaurants, three current locations of The Greene Turtle Sports Bar & Grille, and most recently entering into an arrangement to develop Qdoba Mexican Eats. The Froccaros saw adding Roy Rogers to their portfolio as an ideal way to maximize their share of the local restaurant segment.
“Roy Rogers is a great, historic brand with many fans here in New York, my brother, Harry and I among them,” adds Jeff Froccaro. “That was certainly part of the appeal for us. We also liked the fact that we have our pick of communities in which to develop, and the knowledge the Plamondons bring to the table, having operated Roy Rogers restaurants themselves for many years. We’re excited to be partnering with them to bring our communities another great dining option.”
Roy Rogers is currently celebrating its 50th anniversary with a yearlong campaign featuring Cal Ripken Jr. The legendary Baltimore ballplayer has been treating fans to guest appearances at restaurants, serving as brand spokesperson in live interviews and commercials and lending his name and image to in-store displays, online promotions and marketing materials. During this milestone year, Roy Rogers has also recruited several heavy hitters of its own, appointing Dunkin’ Donuts veteran Jeremy Biser executive vice president and CKE Restaurants veteran Mark Jenkins senior director of marketing. Other system enhancements are in the works, all aimed at strengthening brand value and preparing for further expansion.
“Today’s announcement reveals our concept’s strong growth potential within the Mid-Atlantic and Northeast,” notes Biser. “We are proud to partner with high-quality, sophisticated franchisees such as the Froccaros, and look forward to a great relationship with them and the New York communities their restaurants will serve.”