Perkins, the aging diner chain, has a ‘new vibe’ with a different name
How will Perkins' new name reflect its menu and brand identity?
Perkins' new name, Perkins American Food Co., aims to reflect its menu and brand identity by emphasizing its American roots and focus on comfort food. The refreshed name intends to connect with both new consumers and long-time loyalists while showcasing the brand's commitment to value, quality, and service. The rebrand comes as part of a major makeover, including a new logo, restaurant redesigns, and a revamped menu.
What new menu items and changes can Perkins' customers expect?
Perkins' customers can expect a revamped menu featuring new hamburgers, updated ingredients in other foods, such as new seasoning on its french fries, and a limited-time offering called the Decked Out Double Burger4. The menu will focus on value, as well as "crave-worthy plates." Additionally, Perkins will continue to offer baked items from its in-house bakeries despite removing "bakery" from its name.
What prompted Perkins Restaurant and Bakery to initiate a major makeover?
Perkins Restaurant and Bakery initiated a major makeover due to struggles to remain relevant, especially with older diners changing their habits following Covid-19 and surging menu prices. The makeover includes a new logo and name, a redesign of its nearly 300 restaurants, and a revamped menu to attract new customers3.