US-based restaurant chain Perkins is transforming with a rebrand to Perkins American Food Co, introducing a fresh brand identity and menu to its 300 US locations.
The 66-year-old chain’s revamp features a new logo with a vintage script and innovative menu items such as the double bacon avocado crunch burger, Perkins president Toni Ronayne has told CBS MoneyWatch.
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The company has developed a new burger seasoning to enhance flavour. Its ingredients are being kept confidential.
The rebranding initiative arrives as restaurants face intensified competition, with consumers becoming more frugal due to persistent inflation.
Perkins aims to differentiate itself by adopting a “vintage fresh” aesthetic and an “Americana vibe,” according to Ronayne.
She emphasised the public’s desire for nostalgic American classics in a contemporary setting. The first redesigned Perkins restaurant is set to open in Orlando, Florida in the second half of 2024.
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By GlobalDataTo reach smaller markets, Perkins is developing a more compact restaurant model of approximately 1,500ft², significantly smaller than the traditional 6,000ft² footprint.
The company plans to incorporate more bakery items into its meals, though specifics remain undisclosed.
Ronayne also mentioned upcoming menu additions such as a “breakfast burger” featuring a fried egg.
Highlighting the importance of value for money, Ronayne stated that customers seek quality and abundance at Perkins, especially in an economy where consumers are cautious about their spending.
In response to inflation, restaurant chains are updating their menus to entice customers. In June 2024 McDonald’s introduced a $5 value meal, while Cracker Barrel has revamped its menu to include new items such as green chili cornbread.
Of the 300 Perkins locations, 80 are company-owned and the remainder franchised.
The chain originated in Cincinnati as a pancake house and has a strong presence in Midwestern states like Minnesota and Iowa, but spans from Arizona to Wyoming.
