Roy Rogers

Roy Rogers is a quick-service restaurant chain recognized for its classic menu of burgers, roast beef sandwiches, and fried chicken, all served with a Western-themed brand identity. The company traces its roots back to 1968, when Marriott Corporation acquired RoBee’s House of Beef and rebranded the concept with the endorsement of the well-known cowboy Roy Rogers. The first location opened in Falls Church, Virginia, and the brand quickly gained traction, expanding rapidly across the Northeast, Midwest, and South. By the 1980s, Roy Rogers had reached a peak of over 600 restaurants, becoming a familiar name for its broad menu and the signature Fixin’s Bar, which allowed guests to customize their meals.

Ownership of Roy Rogers shifted several times over the decades, including a period when many locations were converted to Hardee’s. In 2002, Plamondon Companies acquired the brand and began a focused effort to restore its presence and reputation, emphasizing quality and the company’s heritage. As of November 2025, Roy Rogers operates 40 restaurants, primarily across Maryland, Virginia, Pennsylvania, New Jersey, and West Virginia. The company’s headquarters is located in Frederick, Maryland.

Over the past five years, Roy Rogers has actively pursued growth through franchising and site conversions, with a particular focus on the Mid-Atlantic and Northeast regions. The company targets high-traffic corridors, suburban markets, and travel plazas, adapting its formats to fit both traditional and non-traditional retail environments. This approach has allowed Roy Rogers to maintain a strong regional footprint and a loyal customer base, while offering flexibility in store concepts and proven operational systems.

Roy Rogers stands out for its measured expansion strategy and the credibility that comes from decades of brand recognition. Its commitment to operational support and regional focus makes it a reliable partner for landlords, brokers, and developers seeking stable, well-established tenants in diverse retail settings.