Dive Brief:
- Perkins has signed a franchise agreement for 10 Griddle & Go units in Monmouth County, New Jersey, marking the largest deal to date for its fast casual concept, the company said in an emailed press release.
- The new units will be owned and operated by Lisa Dalton and Anthony Degrande, with the first unit planned to open by October 2025.
- Perkins first unveiled its Griddle & Go fast casual concept in September and opened its first unit in Ontario, Canada, in October.
Dive Insight:
Griddle & Go presents a significant growth opportunity for Perkins, which has signed commitments for nearly 30 units so far. These smaller stores, which range from 1,500 to 2,000 square feet, allow it to expand into new real estate types and markets and attract new franchisees. For example, Perkins will enter Texas for the first time with a three-unit commitment for Griddle & Go. The concept also could work within a travel center, casino, airport, hotel or university.
New franchisees may have a lower point of entry compared to a traditional Perkins location, which requires a total investment between $1.3 million and $3.5 million, according to Perkins’ 2024 franchise disclosure document. Investments for non-traditional units, which Griddle & Go falls under, typically range from about $726,000 to over $1.9 million, per the FDD.
Griddle & Go concepts will include various technologies designed to streamline the customer experience, including self-order kiosks and digital menu boards, according to the press release. Customers will also be able to dine in the restaurant’s roughly 65-seat dining room. The fast casual stores will offer a menu of burgers, sandwiches, breakfast sandwiches and lighter fare.
The introduction of a fast casual concept was part of a larger rebranding effort at Perkins that included renaming itself to Perkins American Food Co., redesigning its traditional restaurants and adding new menu items. The fast casual concept is about half the size of the model Perkins is using to develop its current full-service restaurants, which are about 3,000 to 4,000 square feet. Its legacy units range from 6,000 to 6,500 square feet.
Perkins and sister brand Huddle House have been leaning heavily into franchising since Peter Ortiz took the reins as chief development officer of parent company Ascent Hospitality Management. Huddle House signed its largest commitment to date earlier this month, covering 20 units with WE Food Enterprises Hospitality Group in Texas.
