Perkins Rebranding Its Restaurants With New Look And Menu

DOYLESTOWN, PA — Perkins Family Restaurant and Bakery, founded more than 65 years ago as a pancake house, is rebranding under the name Perkins American Food Co. with a fresh brand identity and menu.

The rebranding, featuring a "vintage fresh" aesthetic and an "Americana vibe," will roll out to the company's 300 restaurants beginning later this year, Perkins President Toni Ronayne tells CBS MoneyWatch

Under the rebranding, Ronayne said Perkins will be getting a new logo, an expanded selection of baked goods, and a brand new menu featuring innovative items such as the double bacon avocado crunch burger and the breakfast burger featuring a fried egg, along with a new proprietary burger seasoning developed to enhance flavor.

The rebranding comes at a time when restaurants are facing intensified competition and an economy where discretionary spending has been squeezed by inflation.

The Perkins sign at Cross Keys Place in Plumstead Township. (Photo by Jeff Werner)

Emphasizing the public's desire for American classics in a contemporary setting, Ronayne said the rebranding is aimed at offering "the American classics of yesterday in a place that feels like today."

The chain will also be introducing a smaller restaurant footprint, allowing it to expand into smaller towns. Existing restaurants are typically 6,000 square feet or larger. The smaller version will measure about 1500 square feet.