Press Release

November 10, 2003
Frederick, MD  

ROY ROGERS RIDES AGAIN!
Popular Restaurant Chain is Revitalized by New Owners
Franchise Opportunities for New Stores is Announced 

Frederick, MD--- In an aggressive franchising move that harkens back to its glory days, brothers Jim and Peter (Jr.) Plamondon have announced their purchase of the Roy Rogers restaurant trademark and franchise system, and an aggressive new franchising program beginning in the Mid-Atlantic region.  In an era when discounted pricing and decreased food quality has shrunk the profits of most quickservice chains, the Plamondon’s newly formed Roy Rogers Franchise Company promises to maintain Roy Rogers superior quality and choices for adult tastes.

Despite years of neglect, Roy Rogers has held onto a loyal following in its remaining 63 stores. According to the Plamondons, the concept itself never failed; the management of the chain was simply mishandled as it was sold off in various markets. 

The chain has come full circle 30 years after Peter Plamondon, Sr., as a company executive vice president, helped Marriott International, Inc. develop and implement the very first Roy Rogers in Bailey’s Crossroads, Va. Later, he left Marriott and eventually opened 16 of his own Roy Rogers franchises along with three Marriott Hotels with his sons, Jim and Pete, Jr. Today, more than 60 of the “pioneer” franchised Roy Rogers restaurants still exist, mainly in Maryland, New Jersey, Pennsylvania, New York and Virginia.
 
The Plamondons have already outlined their plans for an ambitious “Roy Rogers Rides Again” franchising program that includes marketing programs, operations systems and a comprehensive training program. Additionally, they opened a restaurant for the revitalized Roy Rogers concept in 2001. Located in Germantown, MD, it is currently generating close to $2 million in annual revenues.  Plans are underway to open a second Montgomery County location in nearby Gaithersburg, MD.

In its heyday, the Roy Rogers chain consisted of more than 600 locations, mostly in the eastern United States. Under previous leadership, the Roy Rogers brand almost disappeared.  Today, including 14 corporate restaurants, there are 12 franchisees operating a total of 63 Roy Rogers.  “After Marriott sold the franchise rights, many of them were converted into Hardees restaurants,” says Jim Plamondon.  “Subsequently, many of the units were sold and converted by other chains.  Despite the mistakes and lack of attention, the remaining Roy Rogers have flourished, and we are very aggressively marketing the franchise,” he adds.

Now that they have acquired the franchise rights, the Plamondon’s have set their sights on developing and maintaining an average unit volume of $1.5 million and doubling the size of the chain in the next five years by building one to two new restaurants corporately per year and revitalizing and expanding the Roy Rogers concept through franchisees.

“We will keep the three key elements of the business intact,’ Plamondon says. “We are known for our ‘Big Three’, prepared to order hamburgers; slow roasted, carved to order U.S.D.A Choice roast beef; and golden crispy fried chicken --- and these quality menu items will remain the core of our business.” 

In addition, the signature “Fixin’s Bar” will remain standard at the restaurants, allowing guests to dress their sandwiches with fresh lettuce, tomatoes, pickles, onions and sauces without the need for a special order. “As holders of the Roy Rogers trademark, we will not compromise the quality products and freshness developed under the original plan, “ Plamondon notes.

“We plan to remain true to the ideals of the original plan and move even further in offering a quality product to both our franchisees and guests.   We are looking for experienced individuals and groups who share our vision to join us in expanding this great, classic brand.”

For more information on Roy Rogers franchise opportunities, call 301-695-8563, or email franchise@royrogersrestaurants.com