Roy Rogers
Quality Menu: 3 dayparts
Selling Point: Strong history and legacy
AUV: $2.6 million at top 25 percent of stores

Popular western-themed quick-service chain Roy Rogers is ready to share its unique broad appeal across multiple dayparts and generations with new communities across the East Coast after more than 50 years since its founding.

With a flexible, new store design and highly refined operations in place, the nearly 50-unit western-themed quick-service restaurant chain, has positioned itself to soar as a modern franchise brand.

Built on a legacy of serving up the big three favorites of roast beef, burgers, and chicken, a cut above the rest in the quick-service segment, the Maryland-based franchise has been busy reimagining operations for the future.

Menu planning, prototype, and front- and back-of-house operations and infrastructure have been optimized over the past few years, focused on speed, efficiency, and enhancing the customer experience. The new store designs offer franchisees flexible footprint options, ranging from traditional free-standing restaurants with drive-thru options to non-traditional travel plazas and college campuses.

“We streamlined our service model and supply chain, adopted third-party delivery services, cut drive-thru time, introduced a smaller, prototypical building, and installed digital restaurant menuboards,” says Jim Plamondon, co-president of Roy Rogers. “All these initiatives have come together, and we are thrilled to watch the growth potential come to life.”

Additionally, the brand has formed partnerships with third-party delivery services, invested in store technology, developed a new rewards app, and launched new menu items, like its new Trailblazer Coffee and limited-time offers, including its Steak and Cheese Sandwich and Texas Pete® Buffalo Chicken Tenders.

The brand also recently announced Cleves, Ohio, as the first location of its 10-unit deal with One Holland Corp. restaurant group. After a long history of the brand’s local presence, beginning with the famous actor Roy Rogers birth in downtown Cincinnati, the outstanding operator of multiple local concepts is developing Roy Rogers Restaurants throughout eight counties in Greater Cincinnati, Northern Kentucky, and Indiana.

Roy Rogers has 25 company-owned restaurants and 17 franchise locations in six states. Building on the momentum of strong 2021 sales and $2.6 million average unit volume in its top tier (25 percent) stores, the team aims to expand the brand’s reach with experienced multi-unit operators looking to add a legacy quick-service brand to their portfolios. Franchisees can count on tech-driven systems, seasoned leadership, and a fiercely loyal multi-generational following for the brand’s long-celebrated history.

“First and foremost, it’s about the right partners and being opportunistic when the right partners do come along to expand into those markets,” says Plamondon. “So, we’re not market-driven; we’re partner-driven, offering prime territories to proven operators with both a vision and an ‘emotional connection’ to the Roys brand.”

In a franchising world where large, private equity-backed franchise companies are commonplace, Roy Rogers offers prospective franchisees an opportunity to be part of something unique. The brand is committed to the communities it serves and demonstrates its commitment through its core values: integrity, honesty, education, safety, family, and community involvement.

For more information and to learn about franchise opportunities with Roy Rogers, visit

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