Perkins Updating Its Restaurants’ Look

Perkins is undertaking a major brand refresh, including an updated restaurant design and logo, and a tweak to its name – from Perkins Restaurant & Bakery to Perkins American Food Co. (Atlanta). The company announced those changes at its at its 2024 Brand Conference in Minnesota, which brought together corporate team members, franchisees and key stakeholders.

The company will start rolling out its new brand identity, dubbed “vintage fresh,” beginning next week in advertising, social channels, its website, and interior signage. The first redesigned store is slated to open in Orlando in late 2024.

“The new store will have people turning heads and saying, ‘Is that Perkins?’” says President Toni Ronayne.

The updated identity was developed in partnership with branding agency Dunn & Co. and design firm Aria Group. Elements of the redo include a revamped menu, an expansion of value offerings, and added capabilities, including third-party deliveries, off-premise dining, catering and a loyalty program.

Founded in 1958, Perkins currently operates almost 300 company-owned and franchise locations across the U.S. and Canada. The company is owned by Ascent Hospitality Management.