Perkins Gets a Makeover: New Look, New Menu

Perkins, a familiar name in American dining, is embarking on a comprehensive rebrand to navigate the challenges facing chain restaurants. The chain has officially transitioned its name to Perkins American Food Co., signaling a significant shift beyond just a new logo. This initiative includes a complete redesign of restaurant interiors, moving towards a brighter aesthetic and a more contemporary feel.

The physical spaces are also evolving, with new locations planned to be significantly smaller than the original nearly 10,000-square-foot establishments. Menu enhancements are a key part of the strategy, featuring updated seasonings for classic items like French fries and introducing new burger creations. Perkins is also emphasizing value, offering deals like The Great American Trio breakfast for $6.99.

This rebrand, which began reopening redesigned restaurants in late 2024, is described as a declaration of the company's values and roots, aiming to showcase modern American hospitality. The goal is not only to stay financially afloat but to thrive by adapting to contemporary dining trends and customer expectations.