NEW YORK — At 66 years old, Perkins Restaurant and Bakery is due for a touch up. The diner chain, best known for its pies and pancakes, is getting a major makeover that includes a new logo and name, a redesign of its nearly 300 restaurants as well as a revamped menu, which still emphasizes value, with refreshed ingredients in hopes of attracting new customers that have forgotten about the chain. Perkins’ changes come as similarly aged rivals, like Cracker Barrel , are facing struggles to remain relevant, especially with older diners that have changed their habits following Covid-19 as well as surging menu prices that are forcing people to eat more affordably at home because grocery prices are rising at a slower pace.
The whole “new vibe,” as Perkins President Toni Ronayne describes it, comes from its research that “guests want the American classics of yesterday in a place that feels like today.” The redesigned 3,500 square foot Perkins American Food Co. showcases how modern American hospitality comes to life.
The company is making sweeping changes across the organization, including a new name, logo, restaurant designs and elevated services, all while staying true to its brand pillars — value, quality and service. First, the name is changing to “Perkins American Food Co.” making it more encompassing of what it offers.
That means “bakery,” which has been part of its moniker for the past five decades, is disappearing but the bakery will still exist in its r.
