Toni Ronayne was named president of Perkins in February and immediately hit the ground running. One of her first priorities was to facilitate research to pull insights into what, exactly, customers want from the 66-year-old family dining brand.
What that research yielded was that customers want “The American classics of yesterday in a place that feels like today,” Ronayne said.
And so, the company announced a major rebrand this week, including a change from Perkins Restaurant & Bakery to Perkins American Food Company. The effort also includes a restaurant redesign and a refreshed look and logo. Customers will start to see these changes, developed in partnership with Dunn & Co. and Aria Group, beginning next week in advertising, social media channels, the chain’s website and interior signage.
The timing of this rebrand is ideal, Ronayne said. Despite a continued recovery from massive pandemic losses, Perkins has started to regain some momentum. It’s growing again, thanks to a franchising program recently put into place by parent company Ascent Hospitality.
“Our service levels are on fire, our operations are sound, and we are resonating with guests,” Ronayne added. “From a service standpoint, our food sentiment scores are up and we’re seeing scores increase in quality and flavor. At the same time, we’re providing excellent value and certainly at prices that are better than what we see in casual dining. So, the opportunity is huge for us.”
Such rebrands tend to buoy sales, so these efforts could continue Perkins’ momentum and, more notably, its recovery. According to Technomic Ignite data, Perkins’ 2023 sales were nearly 5% lower in 2023 versus 2022, while its unit count was down -2.5%. The company lost nearly half of its sales during the pandemic, while its footprint is about -15% smaller than it was in 2019. Aside from a sales tailwind, Ronayne said the company’s key objective is to create one high-performing, engaged Perkins American Food Co. system.
“Our essence is modern American hospitality, and we will continue to innovate at every step to drive guest count, elevate our brand, and grow net new unit growth,” she said.
The holistic initiative was introduced to franchisees last week at the company’s conference in Minneapolis and Ronayne said they’re excited about the opportunity. Perkins is currently putting together a package for them in tandem with its design firm, Aria.
“Not only are we going to renovate corporate restaurants and build this restaurant of the future, but we want to work with them and incentivize them to make those changes with us,” she said.
The first redesigned store is expected to open in December in the Orlando, Florida, market, while a new Perkins Express model will also open in Canada this fall. Both prototypes are significantly smaller than a traditional Perkins restaurant – at about 3,000 square feet and 1,500 square feet, respectively, compared to about 6,000 square feet historically.
“This is really going to speak to the opportunity to reach consumers from a convenience and value standpoint,” Ronayne said. “We are working on a remodel strategy for existing restaurants. All new restaurants will feature the next generation design. We will scale an approach for both corporate and franchised locations over the coming months to- implement changes to signage, interiors, uniforms, menus, et cetera.”
About that menu – a revamp will be introduced in correspondence with the Orlando opening at the end of the year. It will include an expansion of value offerings and other new platforms. On July 2, Perkins will launch its latest limited-time-offer, the Decked Out Doubles, which is its first iteration of “where the brand is going,” Ronayne said. Essentially that means an evolved burger platform created alongside a third party “burger expert.”
“The star is the new bacon avocado crunch burger. It’s a massive burger – you’ve got double patties, but it brings in some freshness through avocado and pickled onions and marries the flavors of what consumers are looking for with traditional Perkins items, like tater tots,” Ronayne explained.
To extend awareness and access of this revamped menu, Perkins is adding off-premises channels, including third-party delivery and catering, and is launching a loyalty program “soon.” All of these additions will be key drivers of Perkins’ business model, Ronayne said, adding that more information will be shared in the coming months.
As for now?
“We are looking forward to reintroducing ourselves to our guests and showcasing that we have accessible and affordable options, elevated and innovative American classics, and staff who go above and beyond,” she said. “We are constantly evolving to create new foods and experiences that are relevant to today’s customers.”
Contact Alicia Kelso at [email protected]
