Roy Rogers Restaurants announced that it has signed a renewed, multi-year agreement naming The Coca-Cola Company as its official and primary fountain and bottled beverage supplier. The Maryland-based chain, which celebrated its 50th anniversary in 2018, will offer Coca-Cola and its family of brands at its company and franchise locations and at future locations as they open.
Coca-Cola has been the featured beverage brand at Roy Rogers since the chain’s debut in 1968. The flagship beverage and its diet counterpart are the top two beverages sold at Roy Rogers, followed closely by Fanta Birch Beer, also supplied by Coca-Cola. As the chain moved past the half-century mark, executives at the company felt it was important to preserve the integrity of the Roy Rogers brand offering and the experience generations of loyal Roy Rogers fans have come to expect.
“Our guests have long enjoyed pairing a Coca-Cola beverage with their favorite Roy Rogers meals,” says Jeremy Biser, executive vice president of Roy Rogers. “Making sure that we exceed their expectations with quality products that they know and love is essential. That’s why we’re thrilled to be kicking off the next phase of our journey in continued partnership with Coke.”
The renewed relationship also establishes Coca-Cola as a partner to the Roy Rogers marketing team. Roy Rogers will tap Coke’s expertise in consumer insights, social and digital media tactics, location-based consumer analytics, and delivery and other off-premise strategies.
“Coca-Cola has some of the most talented and experienced marketers in the world, and we are excited to have the opportunity to leverage this expertise to help us continue to grow as a brand,” says Mark Jenkins, Senior Director of Marketing for Roy Rogers.
More than 75 percent of Roy Rogers guests purchase a beverage with their meal, representing one of the highest incidence rates in the industry. Biser said that continuing its partnership with Coca-Cola will help Roy Rogers maintain and leverage that statistic, enhance brand relevance and achieve the company’s strategic goals.
“As we look to the future, it will be critical for us to partner with organizations that share our values and commitment to quality,” he says. “Coca-Cola has been a valued partner for more than 50 years, and we look forward to working with them to build on that relationship for years to come.”