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. History 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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