Innovative mindset drives Kenny Rogers Roasters expansion for 2024

(Press Release)

Kenny Rogers Roasters is set for robust growth in 2024, driven by the brand’s innovation-centric approach rooted in its “Innovation with a purposemantra. This strategy, along with recognition by notable award-giving bodies and top food aggregators in the industry, is seen to propel the roasted chicken restaurant chain forward for the coming year.

Kenny Rogers Roasters won big at the recent 2023 Golden Grab Awards, winning both the Campaign of the Year and Gold Ad Trendsetter categories.

Renowned for its ‘deliciously healthy’ menu, the brand marked 2023 with a series of trendsetting product launches and marketing campaigns that made waves and put Kenny Rogers Roasters on the map of the food industry. For the launch of its Truffle Collection which featured roasted chicken drizzled with truffle oil, the brand partnered with Grab to dress up its cars and riders in gold—from cars and motorcycles to jackets, helmets, and face masks—that created a head-turning street spectacle across the metropolis. 

This campaign won the Green Boomerang award from the IMMAP Boomerang Awards for Retail Media Network – recognizing the excellence and effectiveness of the collaboration between Kenny Rogers Roasters and Grab by maximizing the use of its retail ecosystem which reached beyond the digital space to deliver both online and offline experience to consumers.

foodpanda recognized Kenny Rogers Roasters as the Most Innovative Brand for 2023. Present to receive the award were (from left to right) Kenny Rogers assistant brand manager Mary Adeline Vinluan, group marketing director Lorent Adrias, and Seattle’s Best Coffee marketing manager John Paulo Oquendo.

In the recently concluded edition of the 2023 Golden Grab Awards, the brand received different recognitions including two major Marketing awards namely the Campaign of the Year and the Gold Ad Trendsetter award beating the other quick-service restaurant giants. Kenny Rogers Roasters also received for the second year in a row the Fan Favorite for the Roasted Chicken category and won gold for the Combo Meal category!

The brand garnered attention from yet another prominent aggregator platform in the country, foodpanda, due to its commitment to continuous product innovations—Kenny Rogers Roasters was named the Most Innovative Brand for 2023. This not only reaffirms the innovation-centric approach of the brand but it solidifies the position of Kenny Rogers Roasters as a trailblazer in the food industry.

Not surprisingly, the success of the marketing campaign impacted the company’s revenues, helping the restaurant drive 22% systemwide sales growth for 2023 versus 2022.

These recognitions, along with steady revenue growth, give Kenny Rogers Roasters’ Marketing Director, Lorent Adrias, a confident outlook for 2024, attributing it to their 2023 wins and the brand’s strong commitment to an innovation-centric mindset. “This is at the heart of everything we do. We aim to remain proactive to the needs and wants of our customers while also ensuring that every visit to our store is an exciting and enjoyable experience.”

Ranked number 1 in the Fast food/Restaurant category for Best Customer Service by Statista and a leading Philippine news publication, this well-deserved distinction is further backed up by multiple awards, beginning with the Marketing Excellence Award for Excellence in Brand Awareness where Kenny Rogers Roasters won gold for its Chimichurri campaign. 

Individually, Adrias, was also awarded the highly-coveted 2023 Mansmith Young Market Masters Award (YMMA), which recognizes the best that the Filipino youth has to offer in the world of Marketing.

With a strong foundation established in 2023, Kenny Rogers Roasters is looking into opening 20 stores in 2024 to end the year with 150 stores in total. 

“Our focus for next year is to build more stores, and further increase our market share by improving market penetration not only in Metro Manila but also in provincial key cities,” noted Adrias. The same year, diners can also expect new, and exciting menu offerings as he added, “You would also see a lot of efforts to push and celebrate deliciously healthy food.”

As Kenny Rogers welcomes 2024, Adrias looks ahead with the mission to be better than the previous year. “Our goal is to consistently beat ourselves and be better from what we did last year.  We will continue to focus on innovation not just in our products, but also our service. We aim to sustain the positive momentum for our brand while staying true to the brand’s DNA which is being deliciously healthy. We hope to make it easy and exciting for our consumers to enjoy our brand while remaining relevant and exciting.” 

All of these awards and recognitions are a testament to the dedication of the team behind the brand to continuously make Kenny Rogers Roasters captivating and meaningful for consumers. Expect that the brand remains steadfast in delivering exceptional dining experiences while upholding the highest standards of quality, flavor, and service in the years to come.


Main photo caption: Kenny Rogers Roasters received multiple awards at the recent 2023 Golden Grab Awards led by Grab Philippines head of deliveries marketing Kristopher Mauricio and manager—account management Carlo Arboleda (1st and 5th from left) and received by (from left) Kenny Rogers Group digital marketing manager Bryan Darwin Hosingco, assistant brand manager Mary Adeline Vinluan, and group marketing director Lorent Adrias.