Wright's property in April 1968 in the Bailey's Crossroads section of Falls Church, Virginia, on the corner of Leesburg Pike and Carlin Springs Road (5603 Leesburg Pike). The first Roy Rogers restaurant opened up on Co- founder and Hot Shoppes manager, Henry L. The prototype restaurant seated 40 to 45 persons with additional outdoor seating on an optional patio in front of the building, but actual restaurants varied, one franchisee's dining area accommodating 75 persons. Marriott offered financing but charged an interest rate of 12% on land and 17% for the building.
Additionally, the cost of the building and equipment, with seating for 42 persons, cost about $100,000 in 1968, excluding the cost of land. A restaurant required a $35,000 cash investment upfront, including $7,500 paid to Marriott. Regional franchisees would pay Marriott a 2% royalty, and subfranchisees typically pay the regional franchisee 3%, who would keep the additional 1%. Marriott divided the United States into 33 franchise regions and required regional franchisees open a set number of restaurants in a four-year period. Roy Rogers' restaurants also opened in Canada, franchised to that nation's Big Boy franchisee, JB's of Canada. In the Pittsburgh area and elsewhere, other regional franchisees were sought who would also subfranchise to smaller operators, and by January 1969 Marriott claimed regional franchises for every state but Alaska. Pittsburgh franchisee Eat'n Park rejected the offer and took public offense at paying fees to Rogers.
Several major Big Boy franchisees accepted Marriott's offer and became Roy Rogers regional franchisees, including Abdow's, Frisch's, Elias Brothers, Marc's, and Shoney's which together covered much of the Northeastern, Midwest and Southern US. The restaurants would be called "Roy Rogers Roast Beef Sandwich" restaurants, and despite Arby's complaints, it retained RoBee's building design and covered wagon logo design. Nonetheless, he accepted Marriott's offer: Rogers would receive a licensing fee for use of his name and also be paid for personal appearances at the restaurants. Already interested in associating with a chain restaurant, Rogers was in similar discussions with another company when Marriott called. Big Boy founder Bob Wian, then sitting on Marriott's board of directors, was friends with Roy Rogers' agent and suggested that the company approach Rogers about the use of his name. Because "RoBee's" sounded too much like "Arby's" the settlement required a new brand name and Marriott wanted something recognizable. ĭuring the acquisition, in January 1968, the competing roast beef chain Arby's sued RoBee's for trademark infringement and (other similarities that it considered) unfair competition. At the time there were 13 RoBee's restaurants in six states. RoBee's franchises would first be offered to Big Boy franchisees to coincide with their existing Big Boy territory. The Marriott Corp., which had acquired Bob's Big Boy and the Big Boy trademark in 1967, acquired RoBee's in February 1968 with plans to expand nationwide. In 1967 the Azar's Big Boy restaurant franchise started RoBee's House of Beef restaurants in Ft. Roy Rogers' picture hangs in every restaurant.
Roy Rogers' menu consists primarily of hamburgers, roast beef sandwiches, fried chicken, nine side items (including french fries), and beverages. In 2002, the trademark was purchased by Plamondon Companies. The Roy Rogers chain was sold in 1990 to Imasco, then the parent company of Hardee's, and experienced severe decline as many locations converted to Hardee's. The chain now has 41 locations in seven states, either company owned or franchised. At its peak, the chain included over 600 locations. An aggressive nationwide franchising campaign was launched. area in April 1968, then the existing RoBee's stores. However, Marriott first used the Roy Rogers Roast Beef name on conversions of the company's Junior Hot Shoppes in the Washington, D.C. The chain originated as the rebranding of the RoBee's House of Beef chain of Fort Wayne, Indiana, acquired by the Marriott Corporation in February 1968. Roy Rogers Franchise Company, LLC is a chain of fast food restaurants primarily located in the Mid-Atlantic and Northeastern United States. Plamondon Hospitality Partners (2002–present).
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