Perkins American Food Co.Copied

Perkins opened in Cincinnati in 1958 as Perkins Pancake House, became Perkins Cake and Steak for a while, and then Perkins Restaurant & Bakery, the name it used for about five decades, CNN reported.

On 25 June 2024 the chain announced at its brand conference in Minnesota that it would "welcome guests to Perkins American Food Co.," with "a new name, logo, restaurant designs, and elevated services." The new identity would appear "beginning next week in advertising, social channels, the website, and interior signage."

President Toni Ronayne said the new name "really speaks to our American values and the American comfort food we deliver." CNN reported that the logo's green was being refreshed with a lighter version that "leans into a more of heritage palette that still feels modern," while keeping "a retro feel." Dropping "bakery" from the name did not mean dropping the bakery: the in-house bakeries stay.

The release and Restaurant Dive both credit branding agency Dunn & Co. and design firm Aria Group, which CNN credits with the new restaurant renderings. The rebrand came with a menu review, smaller new-build restaurants, a Perkins Express format and a remodel programme, with the first new-look restaurant planned for Orlando.

Reaction was muted. CBS Sunday Morning called it "an overhaul," and analyst David Henkes said Perkins had been "muddling along for a while." One X user asked: "Do they ever focus group this kind of thing with actual human beings?"