Roy Rogers: A Fast-Food Phoenix Rises Again
A Nostalgic Comeback in Fast Food
Once a powerhouse in the fast-food industry, Roy Rogers is making a remarkable comeback, re-establishing its presence with 24 new company-owned restaurants and 16 franchise locations across seven states. This revival marks a significant shift for a brand that once boasted over 640 locations nationwide.
The latest opening in Cherry Hill, New Jersey, on June 25, drew crowds eager to relish the familiar flavors, braving intense heat and long lines to get their fill of Roy’s legendary offerings.
History Revisited: The Roy Rogers Legacy
The Roy Rogers chain, named after the iconic "King of the Cowboys," has deep roots dating back to 1968 when it first opened its doors in Falls Church, Virginia. After being sold by Marriott in the 1990s, the brand saw a steep decline. However, the passionate efforts of brothers Jim and Pete Plamondon Jr. reignited the flame when they acquired the brand from Hardee’s in 2002.
Jim Plamondon recalls their journey: “We are excited 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 makes Roy Rogers a cut above” (source).
A Unique Dining Experience
At the heart of Roy Rogers’ appeal is its “Triple Threat” menu, featuring mouthwatering burgers, tender roast beef, and crispy fried chicken—all complemented by a Fixin’s Bar where guests can customize their meals. This menu diversity attracts not only long-time fans but also a new generation craving quality comfort food.
As Jim Plamondon noted, "New guests will be pleased with our diverse menu and quality that you can’t find anywhere else" (source).
Nostalgic Lines and Happy Customers
The grand opening in Cherry Hill was not just an event; it was a community gathering. Cars wrapped around the building, with walk-in customers eager to indulge in a sense of nostalgia. Miguel Rivera, a Cherry Hill Township worker, shared, "I wanted to have it again"—drawing from cherished memories of family trips and Roy Rogers outlets (source).
Marc Orgiefsky, the very first customer in line, reminisced about his days working near a Roy Rogers in Moorestown Mall, stating, “The food there was great.” Such heartfelt stories underscore the emotional connection many have with this brand.
Long lines formed at the newly opened Roy Rogers restaurant in Cherry Hill, NJ, on June 25, 2025.
Looking Ahead: Expansion Plans
With a powerful nostalgic punch, Roy Rogers is poised for future growth. Joe Briglia, director of real estate and franchise development, expressed excitement over the overwhelming demand for new locations: “We plan to build on this success and expand even further in the market.”
A Flavorful Future for Roy Rogers
As Roy Rogers revives its legacy in the fast-food arena, it caters to both devoted fans and new customers seeking hearty, satisfying meals. From its rich history to its promising future, the brand is not just serving food but is stirring memories and sparking joy.
For those craving a nostalgic bite or simply a delicious meal, the return of Roy Rogers is certainly something to celebrate. Who knows? Your next meal might just transport you back to those cherished moments.
Contributing to this article were Celeste E. Whittaker and Jim Walsh of the Cherry Hill Courier-Post.
Discover More About Roy Rogers
For more information about the brand’s historical significance and menu details, visit Roy Rogers Restaurants.
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