Perkins Restaurant and Bakery is rebranding, changing its name
(WFRV) – Perkins Restaurant and Bakery, a diner chain with locations in 32 states, is undergoing a rebrand.
Included among the “sweeping” changes planned for Perkins restaurants are revamped menus, redesigned dining areas, a new logo and even a brand-new brand name: Perkins American Food Co.
“We are bringing the same soul, with a new attitude. Our rebrand is way more than a new logo and descriptor,” Toni Ronayne, the president of Perkins American Food Co., said in a press release this week. “This is a declaration of our values, our food and our roots, by showing how modern American hospitality comes to life. We’re always stepping forward and evolving, just like the communities we serve.”
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Perkins’ press release included few specific details of its redesign plans, though images appeared to show more modern, tiled interiors with a darker green color scheme compared to the current dining areas.
Newer services to be introduced will include catering options, a loyalty program and the option for third-party delivery, the release indicated. The revamped menu may also be focusing on new burger recipes, as seen in images shared by Perkins. A representative for the brand was not immediately available to provide additional details on the menu.
Perkins says its first redesigned store is scheduled to open in Orlando in late 2024.
An image shared by Perkins American Food Co. previews the revamped interior of the rebranded restaurants. (Perkins American Food Co.)
An image shared by Perkins shows the layout of an “express” Perkins location. (Perkins American Food Co.)
The restaurant chain’s current design and branding will be replaced across all of its nearly 300 locations in the U.S. and Canada. (Perkins American Food Co.)
In addition to revamping its existing restaurants, Perkins will also introduce a fast-casual “express” offshoot to offer service for on-the-go customers. The “express” locations will have smaller footprints and offer some items not available on the Perkins American Food Co. menu, Restaurant Business Magazine reported.
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News of Perkins’ rebranding and new name were first announced at a company-wide conference in Minnesota. But Perkins, despite dropping “Bakery” from the brand name, insists that baked goods will still be a staple of its restaurants.
“Bakery remains a key focus, and the in-house bakeries will continue to produce iconic pies, muffins and cookies daily while expanding into new and exciting treats that will elevate the brand’s bakery offering,” reads the press release.
Perkins, founded in 1958, operates nearly 300 restaurants in the United States and Canada, with the vast majority located in the U.S. The brand is owned by Ascent Hospitality Management, which began its acquisition of Perkins in 2019.
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