Once-mighty restaurant concept Roy Rogers Restaurants, born decades ago out of Bethesda-based Marriott International and since on the decline, has grand plans to ride again.
A total relaunch of the fast-food chain is planned by Plamondon Enterprises, which owns 15 restaurants and has purchased the trademark and franchise system for Roy Rogers Restaurants.
Through its new company, Roy Rogers Franchise Co., Frederick -based Plamondon hopes a relaunch of the brand will rope the country's existing 63 franchises in nine states and add 77 new franchised units in the mid-Atlantic region within five years.
The push to enliven the brand, which at one point had nearly 650 restaurants in the mid-Atlantic and Northeast, comes from a belief in the product passed from a father to his sons: Plamondon Enterprises is run by Jim Plamondon and Peter Plamondon Jr., the two sons of Peter Plamondon Sr., head of the restaurant division at Marriott when the Roy Rogers brand was created.
"There hasn't been a parent company for so many years," Jim Plamondon said. "We want to grow the brand, and we think there is a future in the brand."