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The well-known Perkins Restaurant & Bakery, a family dining staple for 66 years, is undergoing significant changes under the guidance of its owner, Ascent Hospitality Management.
The chain is set to change its name to Perkins American Food Co. and will introduce a fast-casual offshoot as part of its transformation.
Perkins Embarks on Major Revamp with New Store Prototype
Perkins Restaurant & Bakery is set for a comprehensive overhaul affecting operations, the menu, and the design of its restaurants, both inside and out, as well as its marketing efforts, Toni Ronayne, the chain's president, has revealed.
Restaurant Business states that as part of the changes, Perkins is introducing a smaller, 1,500-square-foot version of its traditional 6,500-square-foot stores. This new format will offer a fast-casual dining experience with 70 seats, where servers will bring meals directly to tables, maintaining a key element of customer service that has been part of Perkins' heritage.
Additionally, the conventional Perkins stores are also being redesigned and will be downsized to about 3,500 square feet. These revamped stores are scheduled to start opening before the end of 2024, marking a significant transformation in how Perkins serves its customers.
According to The U.S. Sun, Perkins Restaurant & Bakery is introducing a new era with a brand refresh that includes a charming, vintage-style logo, evoking a sense of timeless Americana. This change is part of a broader effort to modernize the brand and cater to contemporary tastes.
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New Menu Innovations Excite Discerning Diners
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The menu overhaul features a variety of new offerings designed to appeal to today's discerning diners. Among the standout additions is the double bacon avocado crunch burger, showcasing Perkins' commitment to bold flavors and high-quality ingredients.
Furthermore, Ronayne hinted at a new, secret burger seasoning that promises to add a unique twist to the dining experience, enhancing each bite with a touch of culinary mystery. This initiative reflects Perkins' ongoing efforts to innovate and improve its menu, keeping the customer's dining experience exciting and enjoyable.
The express stores will continue to serve Perkins favorites like pancakes, waffles, and omelets, alongside new, easy-to-carry lunch items. The first of these new prototypes is expected to open in Canada this fall, with many franchisees already showing interest.
Perkins Reinvents Itself Blending Nostalgia with Modern Value
Perkins Restaurant & Bakery is not just updating its image; it's creating a new narrative that intertwines nostalgia with modern sensibilities. The chain aims to offer guests a chance to relive the classic American dining experience, according to Ronayne in a CBS News interview.
Describing the concept, Ronayne emphasized that Perkins strives to serve as a bridge between the cherished past and the dynamic present, ensuring each visit is more than just a meal-it's an enriching experience.
This approach is evident in their offerings, from decadent double-decker burgers to freshly baked treats, all designed to deliver both quality and a sense of plentifulness.
Ronayne also noted that today's consumers are particularly focused on value, looking to make their money go further while seeking fulfilling dining experiences. Perkins is responding to this demand by making sure its menu and ambiance deliver exceptional value and a memorable visit.
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