Giddy-up, RVers! The iconic Roy Rogers Restaurants, once a fixture along America’s highways, are back in the saddle.
Here’s the lowdown on the chain’s rise, fall, and brand‑new revival.
A legendary start
Roy Rogers Restaurants first hit the road in February 1968. That’s when the Marriott Corporation rebranded its RoBee’s Roast Beef outlets under the “Roy Rogers” name.
By the early 1970s, aggressive franchising ballooned the chain to more than 600 locations coast‑to‑coast. It became a favorite stop for RVers craving roast beef sandwiches, hand‑breaded chicken, and that legendary fixin’s bar.
The 1990s decline
In 1990, Marriott sold Roy Rogers to Imasco (Hardee’s parent), triggering a string of conversions of Roy Rogers restaurants into Hardee’s outlets.
By the mid‑1990s, many sites had been flipped to Boston Chicken, McDonald’s, or Wendy’s. The Roy Rogers nameplate nearly vanished from highway rest stops. What remained were a handful of stubborn franchises and travel‑plaza units scattered across the Northeast.
Nostalgia fuels a revival
Enter Jim and Pete Plamondon Jr., sons of an early Roy Rogers franchisee. They purchased the trademark in 2002 and set about a slow rebuild. Focusing first on core Mid‑Atlantic markets (Maryland, Virginia, Pennsylvania, West Virginia), the Plamondons fine‑tuned operations and refreshed restaurant designs.
Then, this summer, 2025, Roy Rogers roped in a new generation of fans with a grand opening in Cherry Hill, New Jersey. This was the first new location in South Jersey in 30 years. Crowds lined up overnight for roast beef sliders and chicken tenders. The local police even directed traffic to manage the excitement.
Small screen icons
Long before the restaurants, Roy Rogers was “King of the Cowboys” on television. The Roy Rogers Show (NBC, 1951–1957) starred Roy as a modern‑day ranch owner. Dale Evans was the proprietor of the Eureka Café and Hotel, and Pat Brady played the comic sidekick.
The show also featured beloved animal stars. Remember Trigger the Palomino and Bullet the Wonder Dog? The show’s unforgettable theme, “Happy Trails,” was written by Dale herself and remains a cultural treasure. You can listen to it here (or scroll down).
In 1962, the duo tried their hand at variety television with The Roy Rogers and Dale Evans Show on ABC. This musical hour featured their children and the Sons of the Pioneers, along with guest stars. Though praised for its wholesome charm, it was canceled after just 13 episodes.
The museum
For decades, the Roy Rogers–Dale Evans Museum in Apple Valley (later Victorville), California, preserved cowboy costumes, parade saddles, and even Trigger’s famous saddle.
In 2003, the museum relocated to Branson, Missouri, but ultimately closed its doors on December 12, 2009, and auctioned off its artifacts.
Note: Although the Roy Rogers–Dale Evans Museum no longer exists, you can visit the National Cowboy and Western Heritage Museum in Oklahoma City. This museum is home to thousands of Western artifacts and rotating exhibits celebrating cowboy lore.
Find Roy Rogers restaurants today
As of mid‑2025, Roy Rogers Restaurants tally 42 locations across five Mid‑Atlantic states: Maryland (22), Virginia (8), Pennsylvania (7), New Jersey (4), West Virginia (1).
Many restaurants are strategically placed near interstate exits (I‑95, I‑70, I‑81) and popular RV corridors, making pit stops a breeze. Recent additions include Cherry Hill, NJ, (Haddonfield Rd) and Leesburg, VA, catering to travelers on the I‑66 corridor.
You can find a map of their locations here.
Looking ahead
Roy Rogers’ leadership has teased further expansion. Partnerships aim to push into Ohio, Kentucky, and even Florida and Texas over the coming years. So, saddle up, RV community! Roy Rogers Restaurants might just be your next favorite pit stop.
Visit the official Roy Rogers Restaurants website here.
Happy trails to you!
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RVT1218b
Let’s hope they are as good as they used to be and hopefully much better than the current big chain fast food restaurants. At today’s prices it is often no more, or only a small amount more, to sit down at a real restaurant and get much better-quality food and usually in larger proportions. Anyone remember when McDonalds had good well-cooked fries and a good tasting apple pie?
IMO as one that used to consume Double R burgers 3-4 times a week in the 70s, they are not. At least the Double R is not like it used to be. Either the cooking method, type of ham used, or maybe even the beef is different. I’ve tried several of the current restaurants including the original holdover from years past.
Way back in high school, I worked at a Gino’s restaurant in Leesburg, Virginia, cooking burgers and Kentucky Fried Chicken. The Roy Rogers ended up being built across the road. Many of the employees of Gino’s left and worked at Roy Rogers. When Hardees took over, they switched this one to Hardees, but soon switched it back, as they found out that the customers really wanted the Roy Rogers, and there was another Hardees not far away. I moved away, but this one lasted a long time, as it’s food stayed consistently good.
I see that all the ones in Pennsylvania are located in the travel plazas along the turnpike.
Not very convenient for someone just wanting to grab a bite to eat.
My grandkids have no idea who or what Roy Rogers means. I doubt that their new venture will go very far because only the old people like me have any inkling of what the name means or represents. Even my 50+ year old daughter couldn’t remember ever watching a Roy Rogers show. The Cowboy and Indian shows of the past do not relate to the newer generations because they conflict with today’s ideas of what is proper. Plus, heaven forbid, they are shows that use GUNS!
I’ve been lucky enough to live a mile from that “stubborn” franchisee off Rt15 in Maryland for the last 26 years. Their food is still as good as it ever was though it is more expensive. And the Strawberry Shortcake made with biscuits is wonderful.
I’m surprised that they aren’t coming “out west” where the movie cowboys are more popular! Ironically, we live in a 55+ gated community in AZ called “Happy Trails RV Resort” that Roy and Dale sponsored 40 years ago (with a lot of fanfare). All the streets, etc. are named accordingly and no one is “willing” to give any of it up! 😉 On large “anniversary dates” their son & family still come to help us celebrate.
Thank you for the news, Gail! The Roy Rogers near where we lived for 26 years is still there, on Route 1 and Mt. Vernon Memorial Highway/Old Mill/Jeff Todd Way. 🙂 Have a great weekend and safe travels!
Oh Boy! Another new chain restaurant! Did I say oh boy? I meant ho hum.