Roy Rogers Restaurants
Roy Rogers Restaurants is a Northeastern United States chain of fast food restaurants founded by the Marriott Corporation in 1968 in Falls Church, Virginia. As of 2010, Roy Rogers has 47 locations. In 2002, the Plamondon Companies purchased the trademark from Imasco, the former parent of Hardee's. Under the new owners the company is headquartered in Frederick, Maryland.[1]
Roy Rogers' menu consists primarily of hamburgers, roast beef sandwiches, fried chicken, french fries and beverages. The company's primary target customer is adults.
History
Roy Rogers is a chain of US fast-food family restaurants, numbering over 650 at its peak, named after cowboy movie actor Roy Rogers. Marriott Corporation founded the chain to replace their older Jr. Hot Shoppes fast-food chain, most of which were then converted. They licensed the name from Roy Rogers and operated the restaurants from 1968 through 1990. The first location opened in 1968 in the Bailey's Crossroads section of Falls Church, Virginia, on the corner of Leesburg Pike and Carlin Springs Road (5603 Leesburg Pike). The location is now a McDonald's.
In 1982, Marriott Corporation bought the Gino's restaurant chain for $48.6 million. The company converted 180 of the 313 restaurants to Roy Rogers to expand in the Baltimore/Washington area. In 1990, Marriott sold the chain for $365 million to Hardee's, a Southern chain seeking to expand into the Mid-Atlantic market again. Hardee's converted the remaining non-franchised locations into Hardee's restaurants; many of the new Hardee's continued to feature Roy Rogers' fried chicken. The conversion of the Roy Rogers chain ended in a customer revolt so serious that they actually aborted the whole idea and returned the Roy Rogers brand to stores initially converted.[2]
The restaurants promoted new flame broiled hamburgers, but they were not the same as the original Roy Rogers products and they later failed.
Hardee's finally sold the remaining Roy Rogers locations to McDonald's, Wendy's and Boston Market between 1994 and 1996. This left 13 Roy Rogers franchisees, with two dozen free-standing locations, in addition to locations owned by HMSHost in travel plazas along highways in the Northeast.
Key dates
- 1968: The first Roy Rogers opens at 5603 Leesburg Pike, Falls Church, Virginia.
- 1970’s: Roy Rogers chain flourishes under Marriott. Several hundred franchised and company units open.
- 1971: First Florida store opens in Orlando, Florida.
- 1971: First Illinois store opens in Chicago, Illinois.
- 1971: First Pennsylvania store opens in Philadelphia, Pennsylvania, Allentown, Pennsylvania and Pittsburgh, Pennsylvania.
- 1971: First Texas store opens in Dallas, Texas, and Houston Texas.
- 1971: First Utah store opens in Salt Lake City, Utah.
- 1975: First Long Island store opens in Shirley, New York, in Suffolk County.
- 1976: Roy Rogers in Fairfax, Virginia was robbed, in a high profile case, where five employees were herded into the restaurant's freezer and shot in the head. Four people were killed, and one survived.[3]
- 1980’s: Franchisee Plamondon Enterprises, Inc. opens 7 and acquires 3 Roy Rogers locations.
- 1982: Marriott purchases the Gino's restaurant chain for $48.6 million and converts many of the restaurants to Roy Rogers.[4]
- 1982: Marriott threatens to take the Riese family, a franchisee, to court when they discovered the Rieses were reserving space for Häagen Dazs and Godfather's Pizza in a property slotted for a Times Square Roy Rogers restaurant.[5][6]
- 1989: Marriott decides to get out of the fast-food business and sell its Roy Rogers, Howard Johnson's, Bob's Big Boy and other chains to concentrate on its fast-food operations catering to captive buyers at airports and along turnpikes.[7]
- 1990: A total of 2228 Roy Rogers locations are in operation.
- 1990: Marriott sells Roy Rogers to Hardee’s, subsidiary of Imasco, for $365 million in its plan to exit the fast-food business.[8]
- 1990: Hardee’s converts 220 Roy Rogers locations to Hardee’s.
- 1992: Due to customer loyalty, Hardee's reconverts 220 former Roy Rogers locations back to Roy Rogers.[9]
- 1992: Jordan, McGrath, Case & Taylor Inc., a New York advertising agency, is hired to promote the Roy Rogers brand.[10]
- 1992: Ronald R. Powell, who ran Roy Rogers from 1985 to 1987 under Mariott, becomes President of Roy Rogers and is believed to have influenced Hardee's decision in dropping its conversion strategy and restoring the chain to its original identity.[11]
- 1993: With much fanfare and a celebrating featuring cowboys and pony rides for children, an experimental super Roy Rogers opens at the Vienna, VA location. The store features usual Roy Rogers food items but with added flair, such as third pound burgers, BBQ sauce served with a ladle, and an improved dining room with television screens.
- 1994: Hardee's sells 84 company-owned Roy Rogers restaurants in the Philadelphia region to Boston Market for $22 million.[12]
- 1995: Hardee's sells 45 company-owned Roy Rogers restaurants in New York region to Wendy's International Inc.[13]
- 1996: Hardee's sells 184 company-owned Roy Rogers restaurants in the Baltimore/Washington region to McDonald's for $74 million.[14]
- 1996: Only 13 Roy Rogers franchisees remain operating a total of about 2350 units through the Northeast Mid Atlantic Southeast Midwest Southwest Rocky Mountains West Coast Northwest, including 143 units in highway travel plazas and 15 in New York City.[15]
- 1997: CKE Restaurants (Carl's Jr.) acquires Hardee’s from Imasco. Imasco retains Roy Rogers trademark due to a franchisee lawsuit.
- 1997: The Riese family, now franchisees of 2000 Roy Rogers restaurants, sues CKE Restaurants and Imasco for $10 million, claiming the Roy Rogers chain has been destroyed through "a series of marketing errors of epic proportions."[16]
- 1997: CKE enters into a management agreement for the six Roy Rogers restaurants currently operated by Hardee's. CKE also agrees to perform services relating to the continued franchise operations of the Roy Rogers restaurant chain for $1.5 million over three years.
- 1990’s: Franchisee Plamondon Enterprises, Inc. opens two and acquires three Roy Rogers locations.
- 2000: Plamondon Enterprises, Inc. opens a new Roy Rogers prototype unit in Frederick, Maryland.
- 2001: Plamondon Enterprises, Inc. develops and opens a new Roy Rogers unit in Germantown, Maryland (Sugarloaf Shopping Center) in a former Burger King.
- 2002: Imasco sells Roy Rogers trademark rights to Plamondon Enterprises, Inc. (Roy Rogers Franchise Co.).
- 2003: HMSHost (formerly Host Marriott Services) signs agreement to continue operating Roy Rogers in travel plazas.
- 2003: Roy Rogers Franchise Company unveils its “Roy Rogers Rides Again!” refranchising growth initiative.
- 2003: Roy Rogers Restaurants launches royrogersrestaurants.com website.
- 2004: Roy Rogers opens in Gaithersburg, MD in a former Hardee's.
- 2004: Todd Restaurants, Inc. sign new long-term Pioneer Franchise Agreement for its four Roy Rogers locations in Alexandria, VA.
- 2005: SmithGifford is selected as the agency of record for Roy Rogers Restaurants.
- 2005: Roy Rogers opens in Palm Coast, FL.
- 2006: Roy Rogers opens in Winter Park, FL, Houston, TX, Orlando, FL, Peoria, IL and Port Richey, FL.
- 2006: Roy Rogers Restaurants rank 4th in the Franchise Times "20 to Watch in 2006."
- 2007: Florida Last Two Roy Rogers opens in Saint Augustine, FL and Leesburg, FL.
- 2007: Roy Rogers opens in Ranson, WV and Westminster, MD.
- 2007: Nevada Last Roy Rogers opens in Elko, NV.
- 2007: Super Value, CT, LLC enters into a long-term Franchise Agreement for a Roy Rogers location in North Stonington, CT.
- 2008: Roy Rogers announced on January 3, 2008 that on February 6, 2008 at 4PM it will close 2,648 Roy Rogers locations in AL, AK, AZ, AR, CA, CO, FL, GA, HI, ID, IL, IN, IA,KS, LA, MI, MN, MS, MO, MT, NE, NV, NM, NC, ND, OK, OR, RI, SC, SD, TN, TX, UT, VT, WA, WI and WY.
- 2008: Roy Rogers opens in North Stonington, CT on January 24, 2008.
- 2009: Roy Rogers opens a second location in Germantown, MD (Fox Chapel Shopping Center) on January 28, 2009 in a former Wendy's.
- 2009 Roy Rogers closes in Manchester, CT leaving one restaurant in Connecticut.[17]
- 2009: Roy Rogers closes in Penn Station, leaving one restaurant in New York City.[18] (The last remaining location in New York is directly across the street from Penn Station on Seventh Avenue.)
- 2009: Roy Rogers Restaurants re-designs royrogersrestaurants.com website.
- 2009: Roy Rogers Restaurants creates official profiles on Facebook, Twitter, and YouTube.
- 2009: Last Roy Rogers in Delaware closes on September 7, 2009 for Delaware House Service Plaza DE redevelopment; it was replaced with Burger King on June 28, 2010.[19][20]
- 2010: Roy Rogers closes in ME, NH on August 31, 2010.
- 2010: Last Roy Rogers on Long Island closes on November 29, 2010.
Popular items on the menu are roast beef sandwiches and fried chicken, which was advertised by Roy Rogers under the "Pappy Parker" name in the 1980s using a cartoon prospector. Other signature items at Roy Rogers, are the Gold Rush chicken sandwich (a fried chicken breast with bacon, a slice of monterrey jack cheese, and a honey-based BBQ sauce) and the Double R Bar Burger (a cheeseburger with ham). The sides featured at Roy Rogers, other than french fries, include baked potatoes, mashed potatoes with gravy, baked beans, coleslaw, side salad, fruit cup, and baked apples.
Though standard Roy Rogers locations serve food in a typical fast-food fashion, some locations (such as the locations that were formerly Jr. Hot Shoppes) and the franchises located throughout Mid-Atlantic highway rest-stops serve the food in a cafeteria-style, with the exception of the Allentown service plaza on the Pennsylvania Turnpike's Northeast Extension, which serves its customers in the typical fast-food fashion since it reopened in May 2008 (the entire service plaza had been rebuilt).
In the cafeteria-style restaurants, customers push their trays on rails past stations stocked with pre-wrapped packages of hamburgers, cheeseburgers, and roast-beef sandwiches. A feature of this chain in any of the locations is the Fixin's Bar which features numerous condiments. Because of this, sandwich items are delivered without any of the customary garnishes. After selecting and paying for these items, patrons can garnish them to their own taste at the Fixin's Bar with such items as ketchup, BBQ sauce, mayonnaise, horseradish sauce, lettuce, tomatoes, pickles, and onions. Some locations have Hershey's Ice Cream.
States currently with Roy Rogers Restaurants
Plamondon Companies
Plamondon Companies took the lead among franchisees in developing products, hosting training sessions and shooting new food photography for their stores. Plamondon Companies is run by Jim Plamondon and Peter Plamondon Jr., the two sons of Peter Plamondon Sr., head of the restaurant division at Marriott when the Roy Rogers brand was created. Roy Rogers was relaunched as Roy Rogers Franchise Company, LLC in 2002 when Plamondon Companies bought the trademark and franchise system from Imasco, the former owner of Hardee's.[21] In 1997, CKE Restaurants acquired Hardee's from Imasco, but Imasco held on to the Roy Rogers trademark and franchise system. Plamondon negotiated with Imasco for about three years before a private purchase agreement was reached in 2002.[22] The first new Roy Rogers restaurant after many years of decline was opened in Frederick, Maryland by Plamondon in 2000 and saw lines out the door.[23]
Based in Frederick, Maryland, The Plamondon Companies is a privately held company with annual revenues of $20 million a year.[24] In 1980, The Plamondon Companies opened its doors with their first Roy Rogers restaurant. As of 2009, there are 18 company-owned Roy Rogers Restaurants, while franchisees operate the rest.[25] The company is seeking franchisees to continue Roy Rogers expansion throughout the northeast region.[26]
References
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