Kenny Rogers Roasters proudly celebrates its 30th anniversary—a remarkable feat in a fast-paced, trend-driven industry where longevity is a true badge of success. Since 1995, the brand has grown into the country’s leading fast-casual restaurant, with over 150 stores nationwide.
Known for its signature roasted chicken, hearty sides, and exciting food innovations, Kenny Rogers Roasters has redefined how Filipinos enjoy wholesome meals, proving that true greatness only gets better with time.
Redefined what healthy tastes like
For three decades, Kenny Rogers Roasters has redefined what healthy tastes like by offering wholesome, flavorful meals in a fast-casual setting. The brand’s Classic Roasted Chicken—tender, juicy chicken slow-roasted to perfection—has become a staple in Filipino households.
The well-rounded menu balances indulgence and nutrition, featuring staples like fall-off-the-bone ribs, Healthy Plates, and Salads with calorie counts for transparency. Comforting side options include the iconic corn muffin, mac and cheese, and steamed vegetables.
Kenny Rogers Roasters continues innovating with bold, globally inspired flavors while staying true to its healthy roots. Limited-time offerings such as Four Cheese Roast, Great Garlic Roast, Truffle Roast, and Chimichurri Roast prove nutritious food can also be indulgent and crave-worthy.
“I Love Me Better”: The campaign that marks legacy
To celebrate its 30th year, Kenny Rogers Roasters launches its most personal campaign yet: “I Love Me Better.” The campaign champions self-love through mindful eating, recognizing that choosing better food takes intention and courage.
Marketing Director Lorent Martin Adrias explains, “Sometimes, better choices start with something as simple as choosing better meals for yourself. When we choose healthier, better meals, we’re not just fueling our bodies but embracing self-love. Choosing Kenny Rogers Roasters is more than a meal decision—it’s a commitment to loving yourself better.”
The campaign took over high-traffic spaces—from LRT-1 train wraps and BGC bus wraps to bike boards and EDSA billboards. Each placement carried messages of self-love and empowerment, turning everyday commutes into bold reminders to choose better. The campaign also introduced a feel-good jingle now streaming on Spotify.
“The legacy of Kenny Rogers Roasters is unmatched,” Adrias concludes. “And the future is set to raise the bar even higher.”
