Perkins, a beloved chain that started 66 years ago as a humble pancake house, is undergoing a significant rebrand. The company is now Perkins American Food Co., introducing a fresh look and new menu items across its nearly 300 U.S. locations. This revamp aims to blend nostalgia with contemporary dining, capturing the essence of American classics in a modern setting.

A Nostalgic Rebrand

As part of its rebranding effort, Perkins is adopting a new logo featuring its name in a vintage-type script. This “vintage fresh” look is designed to evoke an “Americana vibe,” according to Perkins President Toni Ronayne. The goal is to offer diners a sense of nostalgia combined with the comfort and style of today.  The first redesigned Perkins restaurant is set to open in Orlando, Florida, later this year. This new look is more than just aesthetic; it includes smaller, more efficient restaurant footprints. Traditional Perkins locations are over 6,000 square feet, but the new design will be about 1,500 square feet, making it easier to expand into smaller towns and communities.

New Menu Innovations

In addition to a fresh look, Perkins is rolling out new and exciting menu items. Among these is the double bacon avocado crunch burger, featuring a proprietary burger seasoning developed to add more flavor to their offerings. While the specific ingredients of this seasoning remain a secret, the intent is clear: to enhance the dining experience with robust and memorable flavors.

Other new menu items include a “breakfast burger,” which intriguingly includes a fried egg layered between the beef patties and the bun. Perkins is also working on incorporating more of its bakery items into meals, although specific details are still under wraps. These innovations come as part of a broader effort to provide quality and abundance, addressing consumer concerns about value in a time of economic strain.

Strategic Expansion Plans

Perkins’ rebranding and menu overhaul comes at a time of increased competition among restaurant chains, as American consumers have become more budget-conscious following years of high inflation. To attract these inflation-weary diners, other chains like McDonald’s and Cracker Barrel have also refreshed their menus with new offerings and value meals.

Approximately 80 of Perkins’ 300 locations are company-owned, with the remainder operated by franchisees. Founded in Cincinnati, most Perkins restaurants are in Midwestern states such as Minnesota and Iowa, although the chain has a presence from Arizona to Wyoming. The rebrand, with its smaller restaurant footprints and innovative menu items, positions Perkins to grow its market share by appealing to both new and loyal customers looking for a blend of classic American flavors and modern dining experiences.

Perkins American Food Co.’s rebranding strategy seeks to combine the charm of American diner classics with contemporary touches, ensuring a memorable dining experience that resonates with a wide range of consumers. This blend of nostalgia and innovation is set to help Perkins navigate the competitive landscape and appeal to a new generation of diners.