Back when Roy Rogers Restaurant was a mere twinkle in the eye and grumble in the stomach of its founders, they already knew what the three pillars of their business would be: hamburgers, roast beef sandwiches, and fried chicken. They considered the food wholesome, all-American, and loved by all. But they still needed a face for their business that matched the values of their food. That face turned out to be Roy Rogers. Roy, one of most beloved cowboys in all of cinema, delivered a simple promise that stands to this day: food at his restaurant would be both good and fast.

One man, Peter Plamondon, believed in that mission so strongly that in the late 1970s he left his job to become a franchisee, and ultimately bought the whole chain.