Roy Rogers® Tests New Store Design
Part of a Broader Strategy to Elevate Offering and Prepare for Expansion, Updates Create Bolder Curb Appeal, Modernized Look and Feel and Greater Speed and Efficiency at Drive-Thru
June 13, 2019 // Franchising.com // FREDERICK, Md. - Roy Rogers® Restaurants announced today that it has successfully rolled out a new store design at its Westminster, Md., restaurant.
The new format features new lighting illuminating an exterior boasting a bolder logo presence, natural stone towers and new pylon and building signage that more effectively communicates the Roy Rogers “holy trio” of USDA choice top round roast beef, hand-breaded, fresh fried chicken and great-tasting burgers to guests. Inside, upgraded furniture, fixtures and equipment have been arranged on a new wood-finish plank-tile floor to create a warmer, more welcoming and more open atmosphere with a greater variety of seating options. One of the most striking new features is a live-edge Monkey Pod wood table, imparting a more modernized look and feel while retaining brand relevance with its rustic character.
Executive Vice President Jeremy Biser says the new design is part of a broader plan to strengthen performance of existing locations and prepare Roy Rogers to launch a new expansion effort. Over the past year the company also has signed new contracts for beverage supply, food distribution, site analysis and marketing services, added Biser as well as other key corporate staff in marketing, IT and franchise support, and has upgraded menu items to elevate their distinction and popularity, such as the Texas Pete® Spicy Chicken Sandwich.
“We’re looking at all aspects of our operations to make our brand more relevant and drive home our positioning as being a cut above the typical QSR,” said Biser. “At the same time, we are intently focused on increasing efficiencies both to enhance guest satisfaction and build our bottom line. We’re very optimistic that these changes will benefit our business.”
The Westminster Roy Rogers remained open throughout the renovations, retaining customers while piquing their interest about what was in store for the site. Roy Rogers will next undertake updates at its test kitchen store in Frederick, Md., after which it will remodel one additional restaurant and open two new ones with the design before rolling it out systemwide.
“We’re looking for validation that this adds a more modern look and feel to the store, for transaction growth and for enhanced customer loyalty,” Biser says. “So far, customer reaction and initial business results have been very encouraging.”
The Roy Rogers Restaurant system today consists of 48 corporately run and franchised locations in Maryland, Virginia, West Virginia, New York, New Jersey and Pennsylvania. The company plans to expand in the MidAtlantic and Northeast, primarily by partnering with established restaurant operators with a desire to develop multiple units and a track record of proven success.
About Roy Rogers® Restaurants
Roy Rogers® is a chain of western-themed quick-service restaurants offering broad appeal across multiple dayparts and generations. Founded in 1968, the company is known for serving up a “Triple Threat” – three popular main dishes including USDA choice top round roast beef, hand-breaded, fresh fried chicken and great-tasting burgers – and for its famous Fixin’s Bar®, where guests can customize their orders with a variety of fresh produce, condiments and signature sauces. Information on the company, its menu and current promotions is available at www.royrogersrestaurants.com and on Twitter, Facebook and Instagram.
GRiP Communications LLC
SOURCE Roy Rogers® Restaurants
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