Roy Rogers. Real Food. Real Choices.

After working closely with its marketing agency, Tandem Associates in Blue Bell, Pennsylvania, Roy Rogers developed this new positioning line to better communicate its continuous commitment to remaining a “cut above” other QSRs by focusing on quality, variety and choice.

Current market research shows that today’s consumers are more discerning in making their decisions on where to eat a quick meal away from home. Now more than ever, they look for great tasting, fresh food and a place that provides plenty of options. One of Roy Rogers’ greatest strengths is its ability to offer customers a variety of fresh, quality food, thus meeting the needs of different tastes within one family. Along with a wide range of menu items, Roy Rogers was one of the first QSR’s to offer a choice of side dishes with any combo meal, such as mashed potatoes, baked beans and side salads.  Roy’s signature “Fixin’s Bar®”, featuring a dozen different condiments, like fresh lettuce and tomatoes, also provides guests with the option to customize their sandwiches any way they want.

According to Mark Plamondon, president of Tandem Associates, “‘Roy Rogers. Real Food. Real Choices.’ is a perfect fit for Roy Rogers.  With their prepared to order hamburgers; slow roasted, sliced-to-order U.S.D.A. Choice roast beef; fresh fried chicken—there are many reasons why Real Food means Roy Rogers. Cole slaw, mashed potatoes, fresh salads, the “Fixin’s Bar®” – these are just some of the many reasons why Real Choices means Roy Rogers.”

With this new tagline, Roy Rogers has found an easier way to communicate its point of difference to the consumer. The company plans to roll out the Roy Rogers. Real Food. Real Choices. tagline in all of its in-store communications and new advertising over the next few months.

Roy Rogers is franchised by The Plamondon Companies, which operates 15 corporate restaurants and 40 franchise locations in the Mid-Atlantic region and is in the process of re-igniting the brand and the franchise system.