Roy Rogers is gradually building upon its iconic brand that was strong in the 1970s and '80s, but is doing so with modern design elements.

As Roy Rogers grows and franchises, it will stick closely to its original mantra and many of the components that made it famous, including the Fixin's Bar.

Front counter operations at Roy Rogers provide a springboard for the company's heavy focus on service.

Roy Rogers' ‘Holy Trio’ of products include roast beef, hamburgers and fried chicken.

Roy Rogers is focused on modernizing its brand position as it makes a comeback from the brink of extinction. In doing so, the old school mantra of “service, sanitation and food quality” has returned to the brand’s corporate-speak.

Roast beef was a signature item when Roy Rogers was in its heyday, and it will continue to be as the chain embarks upon new growth opportunities.