Roy Rogers Restaurants rolled out a new store design in Westminster, Md., that is part of a broader strategy to modernize the appearance and ambience of its restaurants, increase efficiency, elevate the brand’s standing and prepare it for expansion.

Roy Rogers Test StoreRoy Rogers Tests New Store Design 

The new format features updated exterior lighting that highlights a bolder logo, natural stone towers and building signage the company hopes will more effectively communicate its brand promise.

Inside, the arrangement of upgraded furniture, fixtures and equipment on a new wood-finish plank-tile floor strives to create a warmer, more welcoming and open atmosphere with a greater variety of seating options. One of the most striking new features, a live-edge Monkey Pod wood table, serves as a modern design element while retaining the brand’s rustic aesthetic.

Roy Rogers hopes the new design will strengthen the performance of existing locations and serve as a launching pad for the concept’s new expansion effort. Over the past year, the company has signed new contracts for beverage supply, food distribution, site analysis and marketing services, according to Executive Vice President Jeremy Biser.

“We’re looking at all aspects of our operations to make our brand more relevant and drive home our positioning as being a cut above the typical QSR,” says Biser. “At the same time, we are intently focused on increasing efficiencies both to enhance guest satisfaction and build our bottom line. We’re very optimistic that these changes will benefit our business.”

The Westminster Roy Rogers remained open throughout the renovation in a bid to both retain customers and pique their interest. Roy Rogers will next undertake updates at its test kitchen store in Frederick, Md., after which it will remodel one additional restaurant and open two new ones with the design before rolling it out system wide.

“We’re looking for validation that this adds a more modern look and feel to the store for transaction growth and for enhanced customer loyalty,” Biser says. “So far, customer reaction and initial business results have been very encouraging.”

The Roy Rogers Restaurants system today consists of 48 corporate run and franchised locations in Maryland, Virginia, West Virginia, New York, New Jersey and Pennsylvania. The company plans to expand in the mid-Atlantic and Northeast.