One of America’s most iconic fast-food chains is making a comeback. The co-owner of Roy Rogers has been on a mission to revitalize the Roy Rogers chain to renew the brand for a younger crowd and remind people why it was so popular in the first place. Take a look at the revitalization process of one of America’s most iconic fast-food chains!
The Roy Rogers brand was created in 1968 in Falls Church, Virginia. Pete Plamondon Sr. was working for Marriot at the time and became promoted to executive vice president, overseeing Roy Rogers and other restaurants like Hardee’s. Roy Rogers ended up finding success in the late 1980s, peaking at 648 units, becoming a name brand all along the East Coast. However, Plamondon’s father left the company in 1979 to become a franchisee operator and built up to 15 units of his own. Plamondon and his brother, Peter Jr., joined the business and ended up buying their father’s operating company Plamondon Enterprises Inc. in 1998. Several years later, in 2002, the successful creation and implementation of their training and marketing materials inspired others to send their team members to them for training. After years of contracting, Roy Rogers is finally growing again.
The Plamondon brothers have since been working on a strategy to regrow the once resilient brand. They decided to cut ties with unwanted franchisee operators because they didn’t want the franchise system to begin doing their own structure and implement new strategies that aren’t following brand standards. They allowed some of the franchise agreements to expire and not renew, and also encouraged some restaurants to close down. Then the Roy Rogers brand began to grow again. Once they took control of Roy Rogers, the unit count went down into the 40s and is now up to 55 across six states including Maryland, Virginia, West Virginia, New York, New Jersey, and Pennsylvania.
Roy Rogers has created a mobile app and relaunched a more mobile-friendly website. The Plamondon brothers understand that customers today seek convenience in ordering and picking up food. They also plan on potentially installing kiosks to help ease the ordering process. In an era where people seek a more convenient experience, restaurants look for ways to revolutionize their establishments to continue attracting customers and grow as a brand.
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