RISE - Menu Monitor

Roy Rogers Restaurants
Headquarters
321 Ballengers Center Drive Suite 201, Frederick, Maryland 21703 USA
Tel: (301)695-8563 Fax: (301)695-5066
www.royrogersrestaurants.com
Ownership: Private
Segment: Limited Service Other Sandwich
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 89,000 87,899 96,376
Company-owned ($000) 22,000 21,189 20,075
Franchised ($000) 67,000 66,710 76,301
U.S. Number of Units 54 54 56
Company-owned 15 15 15
Franchised 39 39 41
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 1,685 1,628 1,721
Concept Positioning |
Roy Rogers operates limited-service sandwich restaurants. The privately held chain boasts an atmosphere that is comfortable
and enjoyable while offering an appealing choice of menu items that are a “cut above”. The focus is on quality, variety, choice
and targeted primarily for an adult audience. More than a dozen Roy Rogers Restaurant are company-owned with 85% of its
stores franchised. Roy Rogers Restaurants are located in nine different states throughout the Mid-Atlantic region.
Most locations are in freestanding buildings in metropolitan areas. Units average 1,500–2,000 sq. ft. and seat 25–50 patrons.
Décor features Western themes; the chain chose famed Hollywood actor cowboy Roy Rogers as their namesake due to the
wholesome image he personified. Locations have dine-in as well as drive-thru service.
In 1968, Marriott Corp. opened the first Roy Rogers in Falls Church, VA. By 1990, the company had expanded to 650 locations
in the Northeast and Mid-Atlantic states. That same year, Marriott sold Roy Rogers to Hardee's for $365 million. The new
owner then converted 220 Roy Rogers restaurants to Hardee's. It later sold 94 Roy Rogers stores to Boston Chicken and 90
company-owned stores to Wendy's. By the end of the decade, Hardee's had sold 184 Roy Rogers restaurants to McDonald's,
leaving only 13 Roy Rogers franchises in operation. Plamondon Enterprises acquired several Roy Rogers franchises in 1997.
That same year, CKE Restaurants acquired Hardee's and subsequently sold Roy Roger's trademark rights to Plamondon
Enterprises (as Roy Rogers Franchise Company LLC). In 2002, the Plamondon family acquired the Roy Rogers trademark
and franchising rights from Imasco. In 2005, Roy Rogers announced a deal with two franchisees to open 100 new units in the
Washington, DC, and Baltimore metropolitan area by 2010.
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