Roy Rogers Franchise Company, LLC is an American chain of fast food restaurants headquartered in Frederick, Maryland, and primarily located in the Mid-Atlantic and Northeastern United States.
The chain originated in 1968 when Marriott Corporation rebranded its Junior Hot Shoppes and the RoBee's House of Beef chain under the name licensed from singer-actor Roy Rogers, followed by an aggressive nationwide franchising campaign that grew the brand to over 600 locations at its peak. As of 2026, the chain operates 37 locations across five states, consisting of a mix of company-owned and franchised restaurants.
The Roy Rogers chain was sold in 1990 to Imasco, then the parent company of Hardee's, and experienced a significant decline as many locations were converted to Hardee's. In 2002, the trademark was purchased by Plamondon Companies.
Roy Rogers' menu consists primarily of hamburgers, roast beef sandwiches, fried chicken, nine side items (including french fries), and beverages, with many locations also serving breakfast.
History
left|100px|thumb|Roy Rogers' picture hangs in every restaurant.
1967–1968: RoBee's and Marriott
In 1967, the Azar's Big Boy restaurant franchise started RoBee's House of Beef restaurants in Ft. Wayne, Indiana. 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. RoBee's franchises would first be offered to Big Boy franchisees to coincide with their existing Big Boy territory. Because "RoBee's" sounded too much like "Arby's" the settlement required a new brand name and Marriott wanted something recognizable. 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. Already interested in associating with a chain restaurant, Rogers was in similar discussions with another company when Marriott called. 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. The restaurants would be called "Roy Rogers Roast Beef Sandwich" restaurants, and despite Arby's complaints, and covered wagon logo design.
Several major Big Boy franchisees accepted Marriott's offer and became Roy Rogers regional franchisees,