Perkins, a long-standing name in American family dining, is stepping into a fresh era as it reintroduces itself as Perkins American Food Co. This exciting evolution, revealed at the 2024 Brand Conference in Minnesota, signals more than just a name change; it represents a comprehensive revitalization of the brand, designed to resonate with today’s diners while honoring its cherished heritage. From a humble pancake house established in 1958, Perkins has grown into a beloved dining institution with nearly 300 locations across the US and Canada. Now, Perkins American Food Co. is set to redefine modern American hospitality, blending familiar comforts with contemporary tastes and aesthetics.
A New Name, A Fresh Face for Perkins American Food Co.
The rebranding initiative encompasses a complete overhaul of Perkins’ visual and service identity. Guests can anticipate a contemporary logo, updated restaurant designs, and enhanced service protocols, all while the brand’s core values of value, quality, and service remain firmly in place. This transformation is not merely cosmetic; it’s a strategic move to ensure Perkins American Food Co. remains a relevant and appealing dining choice for generations to come. The refreshed brand identity will be progressively rolled out, starting next week across advertising platforms, social media channels, the official website, and in-restaurant signage, creating a unified and engaging brand experience.
Toni Ronayne, President of Perkins American Food Co., emphasizes that this rebranding is a profound statement of the brand’s enduring values and culinary philosophy. “Our rebrand is way more than a new logo and descriptor. This is a declaration of our values, our food and our roots, by showing how modern American hospitality comes to life,” Ronayne stated. This sentiment underscores the brand’s commitment to evolution and adaptation, mirroring the dynamic communities it serves.
Modernizing the American Dining Experience
Developed in collaboration with branding experts Dunn & Co. and design innovators Aria Group, the rebranding of Perkins American Food Co. is just one facet of the brand’s ambitious growth strategy. Beyond the visual refresh, Perkins is actively enhancing its menu to cater to the evolving palates of today’s adventurous diners. This includes introducing new dishes that complement the beloved classic offerings, ensuring a harmonious balance between tradition and culinary innovation. The focus remains on delivering hearty, generously portioned meals crafted with cultural inspiration, reflecting the true essence of modern American cuisine.
Value is also a key component of the Perkins American Food Co. revamp. The brand is expanding its value offerings, ensuring that guests can enjoy delicious, high-quality meals at affordable prices. This commitment to value reinforces Perkins’ long-standing appeal as a family-friendly dining destination. Crucially, the in-house bakeries, a hallmark of the Perkins experience, will continue to operate, producing the iconic pies, muffins, and cookies that guests adore. Simultaneously, these bakeries will be innovating and expanding their offerings to include exciting new treats, further elevating Perkins’ bakery reputation.
Expanding Services and Looking to the Future
Perkins American Food Co. is not only updating its menu and restaurant design but also broadening its service capabilities to meet the demands of modern lifestyles. This includes expanding into third-party delivery services, enhancing off-premise dining options, and introducing catering services, providing greater convenience and accessibility for guests. Furthermore, a loyalty program is on the horizon, designed to reward and engage regular customers, fostering a stronger connection with the Perkins American Food Co. brand.
The unveiling of the first redesigned Perkins American Food Co. restaurant is eagerly anticipated in Orlando later in 2024. Orlando will serve as the launch market for this exciting new restaurant concept, offering a tangible glimpse into the future of Perkins. This new store design aims to capture attention and spark curiosity, prompting guests to rediscover and re-evaluate their perception of Perkins.
About Perkins American Food Co.
Perkins American Food Co., previously known as Perkins Restaurant & Bakery®, represents the latest chapter in the brand’s storied history. Rooted in the time-honored values of value, quality, and service, Perkins American Food Co. retains the heart and soul of its 1958 origins while embracing a forward-thinking approach. The brand is dedicated to serving classic American dishes that resonate with contemporary tastes, characterized by generous portions and reasonable prices. Exceptional hospitality, marked by genuine kindness, remains a defining characteristic, alongside a commitment to continuous innovation to meet and exceed guest expectations. Currently, Perkins American Food Co. operates nearly 300 company-owned and franchised locations across the U.S. and Canada, under the ownership of Ascent Hospitality Management.
