ATTENTION! Motorists can’t miss the Kenny Rogers Roasters 3D LED billboard on Edsa-Mandaluyong. —CONTRIBUTED PHOTO
As the disruption caused by the COVID-19 pandemic eases, American food chain Kenny Rogers Roasters is pursuing its aggressive growth plan that started even when the country was dealing with the major health crisis.
But the chain is also making sure that farmer-cooperators, who helped it survive—even thrive—during a medical catastrophe, are able to keep up and benefit from its development and innovation plans.
For example, Kenny Rogers Roasters Chimichurri, which uses ingredients that are all sourced locally, is not just a product innovation.
Under the chain’s Farmvocacy campaign, a portion of every sale of the best-selling Chimichurri Solo Plate will help support selected local farmer groups. Proceeds will be used in operational and processing activities or for infrastructure in the farms to ensure sustainability, better yields and land cultivation.
Nongovernmental organizations (NGOs) benefited by Farmvocacy include Tabang sa Dunong in the Bicol region that provides scholarships, additional livelihood, health and nutrition services and disaster relief. Kenny Rogers Roasters also supports the education of farmers’ children to improve the quality of life of farming families.
The chain also partnered with Vizcaya Fresh from Nueva Vizcaya, which promotes the improvement of the livelihood of poor farmers through the production of organic farm products and agricultural inputs that use less chemicals.
Through a grant, the NGO will train farmers in organic farming and cultivation techniques, and extend production support to local farmers such as equipment and seeds.
Another NGO that benefits from the grant is Mapalad Ka in Mindoro, which provides training and livelihood access to Mangyan communities through farming.
Management decisions
Kenny Rogers Roasters’ Farmvocacy program allows its customers to support Filipino farmers as they face various challenges and promote well-being.
The adoption of the Farmvocacy program is just one of the management decisions that allowed Kenny Rogers Roasters to weather restrictions on mobility and physical contact in 2020 when COVID-19 raged not just in the Philippines but across the globe.
In fact, while many food establishments were forced to downsize, even close, because of the pandemic, the chain managed to open 19 new stores —17 in Luzon, one in Visayas, and one in Mindanao.
And now Kenny Rogers Roasters is preparing to pursue an aggressive growth agenda by venturing into unserved areas across the country and improving market penetration through store expansion and innovation.
Kenny Rogers Roasters, for example, launched its first Park and Order store and opened several drive-through outlets. The new stores provided customers more accessible, convenient and safer options to enjoy their favorite products from the chain.
But despite the success of this innovative response to COVID-19 restrictions, the chain is not about to dismantle its network of dine-in establishments.
Petter Danilla, Kenny Rogers business development director, says, “We will fortify our presence in the Philippines by opening more flagship stores in major cities and provinces to [respond to] the demand for convenience and accessibility, and continue to deliver that signature deliciously healthy Kenny Rogers Roasters experience.”
Moreover, Kenny Rogers Roasters is not only expanding its physical presence but is also updating and diversifying its menu to make it more fun and exciting.
Recent product innovations, developed to maintain the brand’s commitment to offer “deliciously healthy” items, include Chipotle, Salted Egg, Wrap & Roll, Chimichurri and Smokehouse BBQ.
Lorent Adrias, Kenny Rogers Roasters marketing director, says there is a lot to look forward to. “We are definitely developing and launching a wide selection of products very soon that guests will surely love and enjoy [and] will elevate their whole eating experience.”
Adrias adds that the group plans to open 100 stores in the next five years, bringing the store network to more than 200 branches and sales to more than P10 billion.
Food offerings, she assures loyal clients, will be developed based on consumer insight and needs. “Innovation? There’s no end to it. It’s limitless and endless. We want to establish Kenny Rogers Roasters as the most innovative brand in the market,” she says.