Roy Rogers announced the appointment of industry strategist Carrie Isabell to the position of marketing director for Roy Rogers Restaurants Inc. Isabell comes to the organization with a strong industry background having worked with high-profile brands. Isabell will oversee all marketing and communications efforts for the 50 company and franchised units across the Mid-Atlantic region and beyond as Roy Rogers expands its footprint.

Drawing on more than 13 years of experience with national chains such as McDonalds, Subway, Burger King, and Arby’s, Isabell plans to guide Roy Rogers’ marketing efforts with a focus on building sales and brand awareness in new communities. Her efforts will also support overall business initiatives that touch every aspect of the company to ensure the brand is well integrated across all facets of the organization.

“We are delighted to have Carrie Isabell join our Roy Rogers family; we are at an exciting point in our growth and look forward to tapping into Carrie’s deep experience with other [quick-serve] brands to support our aggressive growth strategy,” says Jim Plamondon, co-president of the Plamondon Companies, parent company of the Roy Rogers Restaurants chain.

In previous roles, Isabell worked closely with quick-serve franchisees to identify business growth opportunities based on market conditions, consumer research and insights, and competitive trends among targeted consumer audiences. Most recently, Isabell was a key player in the roll out of popular McDonald’s co-op initiatives including $1 Any Sized Coffee and Baked Goods in the New England region.

“Deciding to join the Roy Rogers team was an easy decision. Given management’s steadfast attention to quality and the nimble size of the chain, there is tremendous opportunity for expansion both at the regional and national levels. The loyal customer base is phenomenal, one of the best I have seen in the industry,” Isabell says.

Carrie, along with Roy Rogers’ agency of record, White + Partners, will set a trajectory for the brand in 2014 that nurtures and engages loyal customers, continuing to provide new innovative products. Roy Rogers’ strategic focus will be centered on the snacking and breakfast dayparts and drawing a new customer base into stores.


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