Roy Rogers reopens in Cherry Hill, marking his return to the Philadelphia area after 30 years with a new restaurant.

After nearly three decades of absence, Roy Rogers Restaurants is making a triumphant return to the Philadelphia area with the opening of a new location in Cherry Hill, New Jersey. The fast-food brand, once a dominant player in the region, has been revived by its current owners, Pete and Jim Plamondon, sons of one of its early executives.

Founded in 1968 under Marriott Corporation, Roy Rogers quickly gained traction, particularly in the Philadelphia market, where it boasted approximately 140 locations by the late 1980s. This made it the area’s second-largest fast-food chain, trailing only McDonald’s. However, after its sale to Hardee’s in 1990, Roy Rogers experienced a steep decline. The brand was repurposed into various other fast-food entities, leading to the closure of many stores.

In 2002, the Plamondon brothers acquired the Roy Rogers brand, which had dwindled to about 70 locations, many of which were on the verge of closure. Since then, they have pursued a gradual expansion strategy, emphasizing quality over quantity. The company aims to open roughly one new location each year, focusing primarily on Maryland, West Virginia, and northern Virginia areas, with Cherry Hill marking a significant milestone as their 40th location.

The new Roy Rogers outlet aims to rekindle fond memories for many residents in the region, especially those who fondly recall the chain’s signature offerings, such as the ham-topped Double-R-Bar burger and Gold Rush chicken sandwich. Interestingly, a notable attraction of the brand is its Fixin’s Bar, an interactive feature where customers can customize their sandwiches with toppings like lettuce, tomatoes, and an array of sauces.

In discussing the brand’s strategy, Jim Plamondon highlighted the significance of nostalgia in attracting customers to the Cherry Hill restaurant, aiming to draw in both former patrons and a new generation. The revamped location showcases a contemporary design, departing from the more subdued color schemes of the past, in hopes of appealing to a diverse demographic.

Local enthusiasm for the brand’s return has been palpable, evidenced by social media buzz that accompanied news of the Cherry Hill opening. Many fans have expressed excitement at the prospect of enjoying their beloved Roy Rogers meals once again. If successful, the Plamondon brothers have aspirations of further franchising within the Philadelphia region.

Maintaining a commitment to quality service and a distinctive menu, Roy Rogers seeks to differentiate itself in an industry often characterized by speed and automation. The company’s approach includes hand-breaded chicken and slow-roasted beef, which forms the backbone of its varied offerings. Furthermore, the Cherry Hill location is expected to attract a considerable dine-in crowd, emphasizing a customer experience that stands apart from more conventional fast-food outlets.

The return of Roy Rogers not only symbolizes a revival of a beloved brand but also represents a business strategy grounded in nostalgia and quality, potentially reshaping the fast-food landscape in the Philadelphia area once again.