John Taber
2003-12-23 00:37:32 UTC
http://www.delawareonline.com/newsjournal/business/2003/12/22planforroyroger.html
Plan for Roy Rogers has family ties
By DAVID DISHNEAU
Associated Press
12/22/2003
FREDERICK, Md. -- A family that helped launch the first Roy Rogers
restaurant has bought the company's name and franchising rights in
hopes of rebuilding the fast-food chain.
Only 63 Roy Rogers outlets remain, compared with 648 at the company's
1980s peak, but brothers James N. and Peter H. Plamondon, of
Frederick, hope to double the number of stores within five years.
"I think you'll see a lot more Roy Rogers popping up - that's the
hope," said James Plamondon, co-president of the Plamondon Cos.
Roy Rogers has restaurants in Connecticut, Delaware, Maryland,
Massachusetts, New Jersey, New York, Ohio, Pennsylvania and Virginia.
The brothers' father, Peter Plamondon Sr., was an executive in the
restaurant division of Marriott International Inc. 30 years ago when
the Bethesda company and cowboy movie star Roy Rogers started the
roast-beef sandwich chain. The elder Plamondon helped Marriott open
the first Roy Rogers, in Bailey's Crossroads, Va., before leaving to
become a Roy Rogers franchisee with 16 restaurants, James Plamondon
said.
Marriott sold the Roy Rogers business in 1990 to Canadian cigarette
maker Imasco, which began converting the restaurants to Hardee's. When
that strategy failed, some were turned back into Roy Rogers stores and
others were sold to McDonald's, Boston Markets and Wendy's.
Imasco sold Hardee's in 1997 but held on to Roy Rogers, finally
selling it to the Plamondons for an undisclosed price. Imasco was
acquired last year by British American Tobacco.
Plamondon said the brothers' "Roy Rogers Rides Again" growth plan
rests on the same menu as the brand's existing chain: roast beef,
fried chicken and hamburgers for adult appetites served in restaurants
with more choices and slightly higher prices than McDonald's and
Burger King.
Food-service consultant Jerry McVety, president of McVety &
Associates, of Farmington Hills, Mich., said the Plamondons face a
tough challenge from casual-dining chains such as Chili's and
Houlihan's that have emerged in the past two decades.
"There are people who are more likely to go to that kind of restaurant
because, if for no other reason, they do offer adult drinks," McVety
said. "When you're taking an old concept and trying to resurrect it,
it's twice as difficult as coming up with a new one."
Plan for Roy Rogers has family ties
By DAVID DISHNEAU
Associated Press
12/22/2003
FREDERICK, Md. -- A family that helped launch the first Roy Rogers
restaurant has bought the company's name and franchising rights in
hopes of rebuilding the fast-food chain.
Only 63 Roy Rogers outlets remain, compared with 648 at the company's
1980s peak, but brothers James N. and Peter H. Plamondon, of
Frederick, hope to double the number of stores within five years.
"I think you'll see a lot more Roy Rogers popping up - that's the
hope," said James Plamondon, co-president of the Plamondon Cos.
Roy Rogers has restaurants in Connecticut, Delaware, Maryland,
Massachusetts, New Jersey, New York, Ohio, Pennsylvania and Virginia.
The brothers' father, Peter Plamondon Sr., was an executive in the
restaurant division of Marriott International Inc. 30 years ago when
the Bethesda company and cowboy movie star Roy Rogers started the
roast-beef sandwich chain. The elder Plamondon helped Marriott open
the first Roy Rogers, in Bailey's Crossroads, Va., before leaving to
become a Roy Rogers franchisee with 16 restaurants, James Plamondon
said.
Marriott sold the Roy Rogers business in 1990 to Canadian cigarette
maker Imasco, which began converting the restaurants to Hardee's. When
that strategy failed, some were turned back into Roy Rogers stores and
others were sold to McDonald's, Boston Markets and Wendy's.
Imasco sold Hardee's in 1997 but held on to Roy Rogers, finally
selling it to the Plamondons for an undisclosed price. Imasco was
acquired last year by British American Tobacco.
Plamondon said the brothers' "Roy Rogers Rides Again" growth plan
rests on the same menu as the brand's existing chain: roast beef,
fried chicken and hamburgers for adult appetites served in restaurants
with more choices and slightly higher prices than McDonald's and
Burger King.
Food-service consultant Jerry McVety, president of McVety &
Associates, of Farmington Hills, Mich., said the Plamondons face a
tough challenge from casual-dining chains such as Chili's and
Houlihan's that have emerged in the past two decades.
"There are people who are more likely to go to that kind of restaurant
because, if for no other reason, they do offer adult drinks," McVety
said. "When you're taking an old concept and trying to resurrect it,
it's twice as difficult as coming up with a new one."