Atlanta — Perkins Restaurant & Bakery is rebranding as Perkins American Food Co., where modern American hospitality is reimagined to both take you back and move you forward. The humble pancake house from 1958 in the heartland of the Midwest is now a leading family dining brand with nearly 300 locations across the United States and Canada. In addition to its new name, Perkins has a new logo, restaurant design and elevated services.
“Our rebrand is way more than a new logo and descriptor,” says Toni Ronayne, president of Perkins American Food Co. “This is a declaration of our values, our food and our roots, by showing how modern American hospitality comes to life. We’re always stepping forward and evolving, just like the communities we serve.”
The new branding, developed in partnership with branding agency Dunn & Co. and design firm Aria Group, is just a slice of Perkins growth. Current initiatives include a revamped menu, expansion of value offerings and expansion of capabilities, including third-party deliveries, off-premise dining, catering and a loyalty program coming soon. The first redesigned store is slated to open in Orlando, Fla., in late 2024.
Perkins American Food Co., formerly Perkins Restaurant & Bakery®, is the latest evolution of the heritage brand that was founded in 1958. The brand serves up American classics of yesterday that meet the tastes of guests today. Perkins currently operates nearly 300 company-owned and franchise locations across the U.S. and Canada. The company is owned by Ascent Hospitality Management.
SOURCE: Perkins American Food Co.