After nearly three decades of absence, Roy Rogers Restaurants is making a nostalgic and highly anticipated comeback. Once a staple of American fast-food culture, the beloved chain is officially reopening in Cherry Hill, New Jersey, marking its return to the Southern New Jersey and Philadelphia markets for the first time since the 1990s.
A Legacy Reignited
Originally launched in 1968 in Falls Church, Virginia, Roy Rogers became a household name throughout the 1960s, ’70s, and ’80s. At its peak, the chain operated more than 600 locations nationwide, serving up its signature roast beef sandwiches, fried chicken, and burgers.
The new location, opening on June 25, will be situated at 614 Haddonfield Road in Cherry Hill, an area that once boasted several Roy Rogers locations. Longtime locals may remember past spots in Willingboro, including one in the old Willingboro Plaza, now home to the Willingboro Town Center.
A Nostalgic Welcome
According to a company press release posted on Business Wire, the Cherry Hill reopening represents more than just a business expansion—it’s a homecoming.
“The feedback from the Cherry Hill community since we announced this new restaurant has been overwhelmingly positive,” said Jim Plamondon, co-president of Roy Rogers Restaurants. “We are excited to make this long-anticipated return, and Cherry Hill allows us to serve a growing, diverse community and introduce a new generation to the quality and variety that makes Roy Rogers a cut above.”
For many, Roy Rogers evokes fond memories of childhood meals and family road trips. This wave of nostalgia was on full display as eager fans began lining up as early as midnight—nearly ten hours before doors opened—just to be among the first to walk through the doors.
Free Food for the First 50
To celebrate the grand opening, the company offered a special incentive: free food for a year to the first 50 customers in line. According to ABC 6, each winner will receive one regular combo meal per week for a year via the Roy Rogers mobile app.
The promotion drew a passionate crowd and helped build buzz not just in Cherry Hill, but across social media and news platforms, as fans of the brand shared their excitement for its long-awaited return.
A Leaner, More Focused Brand
Though the brand has seen its fair share of ups and downs, Roy Rogers is now strategically rebuilding its presence. From a network that once stretched coast to coast, the chain today operates around 40 locations across five states, primarily in the Northeast. This includes 22 locations in Maryland and eight in Virginia.
Rather than rapid national expansion, the company is focusing on measured growth and regional strength, prioritizing quality over quantity as it reintroduces itself to both loyal customers and a new generation.
The Road Ahead
The Cherry Hill opening is more than just another fast-food launch—it’s a symbol of revival for a legacy brand that once seemed lost to time. With plans to expand further and reclaim its position in the regional dining scene, Roy Rogers is poised to once again become a household name in communities where it once thrived.
As the doors reopen in New Jersey, one thing is clear: Roy Rogers is back—and it’s bringing more than just good food. It’s bringing back memories.
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