After more than 60 years in business, Perkins Restaurant and Bakery is set to undergo a major makeover, according to CNN.
The restaurant chain will reportedly roll out a new logo and change its name to “Perkins American Food Co.”
However, longtime fans won’t have to worry too much; even though the chain is dropping “Bakery” from the name, Perkins will still feature bakeries in its restaurants.
“Along with the new name, the company will freshen up the green used in its logo with a new, lighter version that ‘leans into a more of heritage palette that still feels modern,’” CNN reports. “The refreshed logo will also keep a retro feel.”
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The chain’s menu is also getting revamped, with Perkins planning to roll out new food items over the coming months. Some of these shifts include new hamburgers and french fry seasonings.
In addition, Perkins is also experimenting with smaller locations. According to CNN, a new Perkins site is roughly 3,500 square feet — down from 6,000 feet. A smaller prototype is also being rolled out (called a “Perkins Express”) in places where a typical restaurant wouldn’t fit, like airports or mall food courts.
All of these changes come as the chain struggles to remain relevant in an industry climate that is increasingly inhospitable to aging diners like Perkins and its rivals.
By rebranding, Perkins is hoping to bring a refreshed image to customers and bring more guests into its stores.
“We really feel that this iteration of ‘Perkins American Food Co.’ is going to marry tradition and innovation and keep us true to who we are,” Perkins President Toni Ronayne said. “We recognize there’s an opportunity for us to reach different consumers.”
CNN added that a new Perkins location showcasing the new changes is set to open in Orlando later this year. No date has been provided for that opening.
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