Deliciously healthy through the years: Kenny Rogers Roasters celebrates 30 years of flavorful legacy 

Kenny Rogers Roasters, known for its “deliciously healthy” meals, proudly marks its 30th anniversary—a remarkable feat in an ever-evolving, trend-driven industry where longevity stands as a true badge of success. 

Since opening its first store in 1995, the brand has grown into the country’s leading fast-casual restaurant, with over 150 branches nationwide. Famous for its signature roasted chicken, hearty side dishes, and constant culinary innovation, Kenny Rogers Roasters has redefined the way Filipinos enjoy wholesome, feel-good meals, proving that true greatness only gets better with time.

Redefining what healthy tastes like

For the past 30 years, Kenny Rogers Roasters has redefined what healthy tastes like by offering wholesome, flavorful meals in a fast-casual setting. Best known for its Classic Roasted Chicken—tender, juicy, and slow-roasted to perfection—the brand has become a beloved staple in Filipino households. 

Kenny Rogers Roasters offers a well-rounded menu that balances indulgence and nutrition. It features crowd favorites like the Fall-Off-the-Bone Ribs and Healthy Plates and Salads, each thoughtfully crafted and paired with calorie counts to give customers greater transparency and control over their meals.

Complementing its mains are a variety of comforting side dishes that have stood the test of time—from the iconic corn muffin to creamy mac and cheese and steamed vegetables—rounding out every meal with a taste of home.

These thoughtfully curated combinations reflect the brand’s unwavering commitment to making deliciously healthy food both satisfying and accessible.

Kenny Rogers Roasters continues to push culinary boundaries with bold, globally inspired flavors that excite the palate while staying true to its wholesome roots. Limited-time offerings like the Four Cheese Roast, Great Garlic Roast, Truffle Roast, and Chimichurri Roast bring variety and excitement to the table, proving that nutritious food can be indulgent, flavorful, and crave-worthy.

By staying ahead of food trends and listening to what customers want, Kenny Rogers Roasters has solidified its position as a trailblazer in the industry—one that leads with both purpose and flavor. 

“I Love Me Better”: The campaign that marks a legacy

To celebrate its 30th year, Kenny Rogers Roasters is launching its most personal and empowering campaign yet: “I Love Me Better.” 

Rooted in the belief that choosing better for yourself—especially when it comes to food—requires both intention and courage, the campaign champions self-love through mindful eating. It’s a reminder that even small, everyday decisions, like opting for a healthier meal, can be meaningful acts of self-care. 

Marketing Director Lorent Martin Adrias shares that Kenny Rogers Roasters is for those who believe every better choice matters. “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,” he says. “Choosing Kenny Rogers Roasters is more than a meal decision—it’s a commitment to loving yourself better.”

Bringing this bold message to life, the “I Love Me Better” campaign made a striking impact by taking over unexpected, high-traffic spaces. From a full train wrap along LRT-1 and bus ads in BGC, to bike boards and inspiring billboards across EDSA, each activation delivered empowering messages of self-love, turning everyday commutes into powerful reminders to choose better.

The campaign also introduced a new feel-good jingle, now streaming on Spotify, extending the message through music. 

For three decades, Kenny Rogers Roasters has led with purpose, redefining what it means to eat deliciously healthy while creating a lasting impact through innovation and community connection.

“The legacy of Kenny Rogers Roasters is unmatched,” Adrias concludes. “And the future is set to raise the bar even higher.”

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Editor’s Note: This article was provided by Kenny Rogers Roasters.