Perkins, a Greater Cincinnati-founded chain of diners known for its American staples and all-day breakfast, will undergo a total brand revamp.
The chain is rebranding under the name Perkins American Food Co., and its restaurants across the country will undergo a vintage-Americana makeover, Perkins President Toni Ronayne told CBS News.
Other changes will include a new logo with the name written in a vintage-style text and new menu items, such as a signature (and secret) new burger seasoning, more bakery items and new double-decker burgers, the company said.
As consumers continue to feel the pains of a years-long inflationary period, Perkins is trying to cater to customers who “want to understand they are getting quality and abundance,” Ronayne said to CBS News.
It’s not clear when reimagined Perkins will begin taking form in Cincinnati. The first redesigned restaurant is planned for Orlando, Florida, later this year, Ronayne said.
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Perkins was founded in 1958 in the Cincinnati suburb of Silverton. It was originally a lone pancake house called Perkins Pancake House before expanding across the country. The chain currently has almost 300 locations around the U.S., 20 of which are in Ohio.