Kenny Rogers Roasters is celebrating three decades in the fast-casual dining scene, marking 30 years of serving what it calls “deliciously healthy” meals to Filipino diners.

Founded in 1995, the brand has grown to over 150 branches across the Philippines. Known for its slow-roasted chicken, hearty sides, and evolving menu, it has carved out a space in a food landscape often dominated by trends and quick fixes.

For many, the classic roasted chicken remains the signature draw. But the brand’s staying power lies in its ability to balance comfort food with mindful choices. Meals are designed to offer both flavor and nutritional transparency, with dishes like fall-off-the-bone ribs, salads with calorie counts, and vegetable-based sides. Long-time favorites such as corn muffins, mac and cheese, and steamed vegetables have become fixtures on Filipino tables.

Over the years, Kenny Rogers Roasters has introduced limited-time offerings like the Four Cheese Roast, Truffle Roast, Great Garlic Roast, and Chimichurri Roast. These items have allowed the brand to innovate without losing sight of its core promise: food that feels indulgent, but stays grounded in healthier preparation.

To mark its 30th year, the brand has launched a campaign titled “I Love Me Better.” At its core is a message of self-care and intention—choosing better meals as a form of everyday empowerment.

“Sometimes, better choices start with something as simple as choosing better meals for yourself,” said marketing director Lorent Martin Adrias. “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 has been hard to miss. From train and bus wraps to billboards on EDSA and bike boards across BGC, the message of self-love and better choices has been delivered across some of Metro Manila’s busiest locations. A jingle tied to the campaign is also streaming on Spotify.

Adrias calls the brand’s three-decade journey a purposeful one, rooted in consistency, flavor, and innovation. “The legacy of Kenny Rogers Roasters is unmatched,” he said. “And the future is set to raise the bar even higher.”

Kenny Rogers Roasters continues to offer its full menu in stores nationwide. For updates, follow the brand on Facebook, Instagram, TikTok, and YouTube.