In an effort to attract new franchisees to the system and recharge stagnant unit growth, Roy Rogers is refranchising stores in its core Mid-Atlantic markets. The new strategy is the latest move made by the 56-year-old western-themed restaurant chain that has struggled to gain organic franchise interest in the competitive quick-service dining space since its peak in 1990 when there were well over 600 Roy Rogers locations scattered up and down the East Coast.