Roy Rogers Restaurants Taps New Marketing Chief To Beef Up On Digital

Mark Jenkins spent his first two weeks as the new senior director of marketing at Roy Rogers Restaurants, manning the drive-thru window, making gravy, frying chicken and prepping salads.


“As a marketing guy, I need to really understand the ops platforms inside the restaurant, the experience and the way things are built,” said Jenkins, who came on board in early June from a brand marketing role at CKE Restaurants, parent company to Hardee’s and Carl’s Jr.

“I’ve probably made over 70 pounds of fries by now,” he quipped. “And I’m confident about the food quality and the culture.”

Now it’s a matter of getting people in the door. Fast food and quick service chain restaurants are experiencing foot traffic declines, which they’re addressing by raising or slashing prices to make up for the dip. Neither is on Jenkins’ agenda.

“We’ve got to remind people about Roy’s, but we’ll do that by being unique and offering items that motivate people to drive past other places,” Jenkins said. “To do that, we need a more integrated strategy between what consumers are experiencing online and what they experience in the restaurant.”

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