Fast food chains seem to be having at the same a revival and a downfall, as many people are getting bored of the traditional and standardized options like McDonald’s or Wendy’s but are still looking for comfort foods that come with better customer service and a more family oriented feel. If you are one of those people, we have good news for you, Roy Rogers, the classic fast-food chain named after the legendary cowboy actor and singer, is officially back to expanding, and they have set their sights on Cherry Hill, New Jersey.
The story of Roy Rogers Restaurants goes all the way back to 1968, and, from the start, the chain was known for doing things a bit differently than its competitors, which was good while it lasted, but was bad when standardization was brough to the mix in order to save costs. Their setup was good, and instead of the standard fast-food experience, they offered a choose-your-own-toppings setup that felt more personal and hands-on, which helped them stand out in a crowded market.
Although people loved the idea of customizing their burgers with fresh ingredients right at the counter, they may have been a bit ahead of the curve, as that is quite popular now, but at the time it was seen as more of a novelty feature.
Roy Rogers is back, and customers are thrilled
Despite the popularity of the chain, the brand once had nearly 650 restaurants across the country, their time almost came to an end in 1990 when Marriott sold the company to Hardee’s for a hefty $365 million. Since the quirks of the company made the locations more expensive to run but they already had a built in audience, Hardee’s quickly began turning many of the Roy Rogers locations into Hardee’s restaurants.
While this was good for the parent company, it was not exactly a win for Roy Rogers fans. The other 350 former Roy Rogers spots ended up under other big-name banners like Wendy’s, McDonald’s, and Boston Chicken quickly as well, basically eliminating the brand from the American consciousness. But there were still some locations kicking around, and these were really popular with the fans, who remained loyal and kept the brand alive through almost sheer willpower.
Now, Roy Rogers is trying to change that, and with the opening of the Cherry Hill location, the chain is aiming to reconnect with old fans and grab the attention of a whole new crowd. “It has always been a priority for the brand to make this long-anticipated return, and Cherry Hill allows us to serve a growing, diverse community and introduce a new generation to the quality and variety that Roy Rogers is known for,” Jim Plamondon, co-president of Roy Rogers Restaurants, said.
Despite how long it has been since they were a popular and well-known brand, their comeback has sparked plenty of nostalgia and those who remember the chain from their youth are eager to dive back into the familiar flavors, while newcomers are curious to see what makes Roy Rogers different from the typical fast-food that we know today. But this relaunch does not seem to be just about bringing back a favorite restaurant, it is about a broader game plan.
Roy Rogers seems to be riding the wave of renewed interest in vintage fast-food names and across the industry, there is a growing trend of tapping into nostalgia to win over today’s customers, but with modern techniques. The brand’s social media has been full of excitement and gratitude for the warm welcome and they have announced more surprises to come like rolling out branded merchandise to fire up its loyal fanbase.