Dive Brief:

• Perkins will launch a rebrand Tuesday, becoming Perkins American Food Co., the company said in a press release. Its previous name was Perkins Restaurant & Bakery.
• The rebranding is part of a larger suite of changes across the company, including a new logo, restaurant designs and elevated services, the company said. The new name and logo will be rolled out next week in advertising, social media, the website and interior signage. 
• The company also plans to overhaul its menu, including reviewing its burger menu, expand its value items and its capabilities, including third-party delivery, off-premise dining, catering and a loyalty program. 

Dive Insight:

An Orlando, Florida location will open in late 2024 as the first new store built entirely with a modern “vintage fresh design,” according to the press release. New builds will be about 3,000 to 3,500 square feet compared to Perkins’ typical 6,000 square feet restaurants, Perkins President Toni Ronayne, told Restaurant Dive. 

Perkins is also adding an express unit of 1,000 to 1,500 square feet to its repertoire that can fit in markets that lack spaces for a traditional Perkins location. It will be more fast casual focused, with a trimmed down bakery and food menu, she said. The first of these locations will open in a small town in Ontario, Canada, in September. 

Menu changes will focus not only on value, but also “crave-worthy plates,” the press release said. The first iteration of the new menu items includes a limited-time offering called the Decked Out Double Burger. This includes two Angus beef patties, fresh avocados and onions, tater tots, cheese with seasoned fries on the side, Ronayne said. This LTO will allow Perkins to review its entire burger platform to find ways to improve that menu. 

Perkins will continue to offer baked items from its in-house bakeries despite removing “bakery” from its name. It will continue to sell its pies, muffins and cookies daily and will also expand into “new and exciting treats that will elevate their bakery offering,” the company said. 

The brand refresh follows parent company Ascent Hospitality Management announcing 46 new signed agreements for its fiscal year ending April 2024 across both Perkins and Huddle House, according to a press release emailed to Restaurant Dive. Any new units in Perkins’ pipeline will incorporate the new design, Ronayne said.

The new deals will add units in Canada, California, West Virginia, Alabama, Florida, Texas, Virginia, Louisiana, Georgia, North Carolina, and other regions. Over the past three years, Ascent has signed over 100 franchise agreements, expanding its portfolio of open and under-development units to over 600 across the U.S. and Canada.

Perkins’ rebrand was created in partnership with branding agency Dunn & Co. and design firm Aria Group. Perkins has also partnered with The Culinary Edge to do a full menu review, Ronayne said.