The brand of Kenny Rogers is mostly associated with its main product - The Kenny Rogers Roasters Chicken. The very concept of this now well-known market product was introduced in 1991. The creators were one of the original developers of Kentucky Fried Chicken and the entertainer Kenny Rogers.
The major idea of those men was development of special service which would serve home-style family foods. At the same time menu will be based on wood- fire rotisserie chicken. The great role in the whole affair belongs to their unique proprietary marinade and spice formula. No less important was the fact that they used a specifically designed rotisserie, where Kenny Rogers Roasters chicken should be roasting. These all things contributed to make Kenny Rogers Roasters chicken really outstanding. The menu, design and service style were created to position the concept midway between quick-serve and casual dining. This standard in cooperation with a customer friendly building developed for dine-in or take-home consumers became the precursor of the Kenny Rogers Roaster system.
Time flows, so by 1995 the menu had expanded to include Kenny Rogers Roasters chicken, made in wood-fire rotisserie, as well as fresh-made side dishes, rotisserie turkey breast, and honey- bourbon barbecue ribs, as well as pita sandwiches, soups and salads. Today, like years before, the company continued to emphasize fresh-made product and its wood-fire roasted chicken as family and individual meals. The growth of the company is continuing now and the number of restaurants has reached 350. Kenny Rogers Roasters chicken continued to grow domestically and internationally. Restaurants were introduced in Canada, the Mid East and Asia.
The year of 1998 became the turning point for the company. That time they went through a restructuring, which led to the acquisition of the Kenny Rogers Roasters chicken system by Nathan's Famous, Inc. on April 1, 1999.
So, let us move smoothly to the chicken itself. Apart from the traditional variant of Kenny Rogers Roasters chicken the company has introduced one more version. The 2nd flavour chicken from Kenny Rogers Roasters is Black Pepper Chicken. Its characteristic feature is a marinade of black pepper sauce. As a result this dish is really tender and delicious to try. So, you still have an opportunity to try it in the nearest Kenny Rogers Roasters outlet.
At the beginning of its existence Kenny Rogers situated mostly in the USA. Then the moment came when this brand started to widen boarders of its influence. With the multi-million dollar venture agreement with the Berjaya Group Berhad signed in 1993 Kenny Rogers Roasters chicken began Asian expansion. Since April 1994 there have been opened more than 80 stores in the Asia Pacific Region, namely in Malaysia, Singapore, Indonesia, Philippines, Brunei and China. Kenny Rogers Roasters also has development agreements for the Middle East, which include Egypt, Saudi Arabia, Cyprus and Jordan. The chain of Kenny Rogers Roasters is one of the faster growing restaurant chains in the Pacific Rim.
Although McDonald's hamburgers and Kentucky Fried Chicken (KFC) were accepted by urban Chinese, China did not take a liking to American-style breakfast pastries.
Only for one of the U.S. restaurant chain the China market has provided one of its few success stories. So, now you can visit Bejing and try China Rogers Roasters chicken.
Harried American families, abandoning their home kitchens by the millions, were supposed to flock to Kenny's, whose roasted chicken and home-style side dishes were at the cutting edge of what industry wags call the ''home-meal replacement'' trend.