Legendary Fast-Food Chain Debuts New Outlet, Signaling Its Revival

Roy Rogers Gallops Back Into South Jersey

Roy Rogers Restaurants, the fast-food chain named for the “King of the Cowboys,” has opened a new restaurant in Cherry Hill, New Jersey, bringing the brand back to the South Jersey–Philadelphia corridor for the first time since the 1990s.

A Strategic Homecoming

“Cherry Hill lets us reach a growing, diverse community and introduce a new generation to the quality that sets Roy Rogers apart,” co-president Jim Plamondon said while celebrating the launch. The company even noted on Instagram that the township gave them “the best welcome,” hinting at “more to come.”

From 650 Units to a Reboot

• 1968: Chain founded in Maryland.

• 1990: Marriott sells roughly 650 Roy Rogers outlets to Hardee’s for $365 million.

• 1990s: Hardee’s converts many sites to its own brand, later off-loading hundreds to Boston Chicken, Wendy’s and McDonald’s.

• Late 1990s: Former Marriott executive Peter Plamondon Sr. passes his Roy Rogers franchise to sons Pete Jr. and Jim.

• 2002: The brothers buy the Roy Rogers brand outright from Hardee’s parent, CKE Restaurants, and begin a controlled expansion.

Today’s Footprint

The reboot has grown to 40 locations—24 company-owned and 16 franchised—across seven states. With Cherry Hill now open, the chain signals that its long-awaited regional comeback is only just beginning.