Since opening in 1958 as a pancake house, Perkins has grown as a family dining brand to nearly 300 locations across the United States and Canada.
The company is making sweeping changes across the organization, including a new name, logo, restaurant designs, and elevated services and will now go to market as Perkins American Food Co.
“Perkins is an American-born brand where hospitality comes to life for the eclectic tastes of today’s adventurous diners. We are bringing the same soul, with a new attitude,” says Toni Ronayne, president of Perkins American Food Co. “Our rebrand is way more than a new logo and descriptor. 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-premises dining, catering and a loyalty program. The first redesigned store is slated to open in Orlando, Fla., in late 2024, which will be the first market to unveil the redesign.