Roy Rogers Restaurants announced its return to La Plata, Md., with a new franchise restaurant in Charles County. According to the company, the new unit was opened in a timely and cost-effective manner due to Roy Rogers' concept conversion capability.

Utilizing the existing infrastructure of another QSR concept, Roy Rogers was able to efficiently install its trade dress in an accelerated timeframe, said Jim Plamondon, co-president of Plamondon Companies, franchisor of Roy Rogers Restaurants.

"It was the easiest conversion we've ever done," he said. "With minimal framing, new stucco, paint and interior remodeling, we were able to make the modifications in La Plata for a fraction of the cost of a new build, all in a 45-day turnaround. What we aren't able to change, we're able to work around due to our flexibility. In this case it included designing around raised ceilings and specific building characteristics affordably for the Roy Rogers transformation."

The cost-effectiveness of the La Plata concept conversion also corresponds with the company's growth strategy.

"Where the right existing assets can be acquired, these are efficient and affordable conversions," Plamondon added. "And with our average sales volumes of 1.7 million, this makes for a great growth vehicle for our franchisees. It's a true win-win-win situation for us, potential franchisees, and of course, our customers."

Consumer demand for the brand's return after its 2007 departure from the market fueled Roy Rogers' return to La Plata.

"We expected a huge opening because the brand is so beloved, but this was just over the top. Our opening day was four times higher than a normal day in a high volume restaurant," said Patience Barton, La Plata Roy Rogers franchisee. "The community is so excited and the record-breaking sales have continued every day since we've been open."

The Plamondon Companies will build two more company locations within the next six months: a new build in Burtonsville, Md., in mid-December, and an in-line unit in Rockville, Md., early in 2013. The company has also recently signed on three new franchisees.

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