A longstanding player in the diner-style restaurant arena, Perkins Restaurant & Bakery is set for a major rebrand, including a name change and widespread updates to both its physical locations and the menu items on offer. The chain, which was established in 1958 and has since expanded to nearly 300 restaurants across 32 states, will now operate under the name Perkins American Food Co., suggesting a pivot aimed at modernizing the brand and drawing in a new customer base.

Following industry trends that have seen similar eateries struggle to maintain relevance, Perkins is looking to boldly reposition itself in the market. Reported changes include a redesigned logo featuring a lighter green hue designed to merge a contemporary outlook with the brand's heritage aesthetic. This move is part of a larger effort to "marry tradition and innovation," as Perkins President Toni Ronayne told ClickOrlando — a move that's arguably necessary given the chain's reported 5% yearly sales dip since 2019.

The rebranding is comprehensive: The menu will see the addition of new food items including hamburgers and a reimagined seasoning for its French fries. Ronayne described the overhaul as "a declaration of our values, our food and our roots," stating that the diner staple is striving to serve the evolving palettes of today's diners, according to WGAU Radio.

Additionally, some Perkins locations will be downsized, with a 3,500 square-foot model being trialed, a considerable size reduction from the previous 6,000 square-foot format. "Perkins Express," a condensed version of the brand, is also set to join food courts and airports, spaces where a full-size restaurant would traditionally fail to fit. Despite dropping “Bakery” from its official name, the chain will continue to incorporate bakeries within its restaurants. The first location to showcase these changes will open in Orlando later this year, with no specific date yet announced.