Kenny Rogers Roasters is eyeing aggressive growth by tapping unserved areas across the country and improving market penetration through store expansion and innovation, even as many restaurants were forced to temporarily downsize because of the pandemic.
The restaurant chain has managed to open 19 new stores, 17 of which were in Luzon, one in Visayas, and one in Mindanao since 2020.
At a time both consumers and food establishments were searching for ways to implement stringent safety measures to curb the spread of the COVID-19 virus while still running the business, Kenny Rogers Roasters was also quick to launch its first Park and Order store, as well as several drive-thru stores. These new stores have provided customers with more accessible, convenient, and safer options to enjoy their favorite Kenny Rogers Roasters products.
Encouraged by the success of their newly-opened restaurants, Kenny Rogers business development director Petter Danilla said, “We will fortify our presence in the Philippines by opening more flagship stores along major cities and provinces to maximize the demand for convenience and accessibility and continue to deliver that signature deliciously healthy Kenny Rogers Roasters experience.”
Alongside its aggressive expansion, Kenny Rogers Roasters continues to innovate while maintaining the sense of familiarity that customers are used to by coming up with different ways to keep its menu offerings fun, new, and exciting.
The restaurant chain came up with recent product innovations that are aligned with the brand’s “deliciously healthy” mantra – from Chipotle, Salted Egg, and Wrap & Roll to Chimichurri and Smokehouse BBQ.
Kenny Rogers Roasters marketing director Lorent Adrias said they are not slowing down.
“There’s a lot to be excited about! We are definitely developing and launching a wide selection of products very soon that guests will surely love and enjoy, which will elevate their whole eating experience.”
While the past two years have been very fruitful for Kenny Rogers Roasters, the brand is not about to rest on its laurels as it sets its sights on even bigger goals to ensure that its growth and expansion are sustained in the coming years.
“We plan to open 100 stores in the next five years, bringing the store network up to more than 200 branches and sales of more than P10 billion.”
As for Kenny Rogers Roasters’ food offerings, Adrias said: “Everything we do is centered on consumer insight. It’s focused on consumer needs.” So the restaurant chain will continue to innovate its food offerings as Adrias added, “Innovation, there’s no end to it. It’s limitless and endless. And we want to establish Kenny Rogers Roasters as the most innovative brand in the market.”