Perkins Restaurant and Bakery, a longstanding diner chain known for its pies and pancakes, is undergoing a major transformation at the age of 66. The rebranding includes a new logo and name, a redesign of its nearly 300 restaurants, and a revamped menu aimed at attracting new customers who may have forgotten about the chain.
President of Perkins, Toni Ronayne, describes the changes as a “new vibe” that is based on research showing that guests want traditional American classics in a modern setting. The chain’s name will now be “Perkins American Food Co.,” reflecting a broader range of offerings. The bakery will still be a key feature in restaurants, despite the removal of “bakery” from the name.
The logo will be updated with a lighter green color and a retro feel, while restaurants will undergo renovations to reflect a more modern look. New digital menu boards, subway tiles, and brighter flooring will be part of the updated design.
The menu will also see changes, with new hamburgers and updated ingredients in various dishes. Perkins aims to show customers that it offers more than just breakfast and pies. The chain is also testing smaller prototypes, such as “Perkins Express,” for locations where a traditional restaurant may not fit.
Amidst challenges facing the restaurant industry, Perkins hopes that these changes will help boost sales and attract a broader customer base. The rebranding will be accompanied by a new marketing campaign to showcase the updates.
Despite facing financial struggles in recent years, Perkins is optimistic that this transformation will help the chain stay true to its roots while appealing to new consumers. The company has a long history of name changes and adaptations, and Ronayne believes that this latest iteration will help Perkins reach different customers in today’s competitive restaurant landscape.
