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Roy Rogers overhauls 10 restaurants' looks, digital tech

Roy Rogers restaurant

Western-themed QSR Roy Rogers has remodeled 10 restaurants to bring them in line with the company's modern look, according to a press release.

The units were built in different decades and had survived a host of design trends. The stores needed changes, both inside and out to ultimately look and feel like they belong to the same family, according to the press release. The design had to respect the past, while improving convenience for guests and speed of service — affecting both sides of the counter for years to come. The result was an operationally efficient re-design that keeps its genuine look and feel with a modern twist by using natural wood, neutral colors and warm lighting.

In addition to the aesthetic changes, remodeled locations also invested in updated technology including new electronic menu boards, LED lighting, an elevated drive-thru experience, and enhancements to third-party delivery. All locations also launched the new Roy Rogers mobile app last year that hosts a meaningful loyalty program and optimizes online sales opportunities.

"We constantly look at all aspects of our operations to make our brand more relevant and drive home our positioning of being a cut above the typical quick-service restaurant," Jim Plamondon, co-president of Roy Rogers, said in the press release. "At the same time, we are intently focused on increasing efficiencies both to enhance guest satisfaction and build our bottom line. We're fully invested in achieving these goals and optimistic these changes will improve profitability and attract new customers and franchisees."

Roy Rogers plans remodels at several locations next year. The brand also aims to elevate its brand messaging and improve consistencies between food, facilities, marketing and social media.

"The mission behind the redesign and remodel initiative is to highlight the brand's honest, natural, and inviting elements. The honest, quality menu offerings Roy's provides: real USDA choice roast beef, hand-breaded chicken, burgers, and its centerpiece, the famous Fixin's Bar," Plamondon said. "The materials used, from wood and black iron, down to the nuts and bolts, should provide a simple look that's clean, warm, honest and natural."

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