Perkins is overhauling its 300 eating places. Here is the brand new look and menu.

Perkins, a sequence that began 66 years in the past as a pancake home, is getting an overhaul, with the corporate rebranding underneath the title Perkins American Meals Co. and including a brand new look and menu gadgets to its virtually 300 places across the U.S.

The rebrand features a new emblem, with the Perkins title written in a vintage-type script, as nicely new menu gadgets such because the double bacon avocado crunch burger, Perkins President Toni Ronayne instructed CBS MoneyWatch. The corporate has additionally developed a brand new proprietary burger seasoning as a method so as to add extra taste to its menu, with Ronayne noting the elements are being stored secret.

The rebrand comes amid harder competitors for restaurant chains as American customers have grown extra budget-conscious after two years of excessive inflation. 

Different chains are additionally revamping their menus or including new choices to be able to entice inflation-weary diners, similar to McDonald’s including a $5 worth meal this month and Cracker Barrel refreshing its menu with gadgets like inexperienced chili cornbread.

Perkins’ new look will faucet into what the chain is asking a “classic contemporary” look, with its eating places aiming to usher in an “Americana vibe,” Ronayne mentioned.

“Friends are actually wanting ahead to a chance to take pleasure in American classics — they need a chunk of nostalgia,” Ronayne instructed CBS MoneyWatch. “It is a slice of yesterday in a spot that looks like immediately.”

The primary redesigned restaurant will open in Orlando, Florida, later this yr, she added. The corporate is creating a smaller-footprint location that will likely be about 1,500-square ft in measurement, versus its conventional restaurant measurement of greater than 6,000 sq. ft, which might assist it broaden into smaller cities, Ronayne mentioned.

The corporate can be engaged on bringing extra of its bakery gadgets to its meals, though the main points are nonetheless underneath wraps, she famous. Perkins will debut different double-decker burgers, similar to a “breakfast burger,” which features a fried egg layered between the meat patties and the bun.

Clients “need to perceive they’re getting high quality and abundance” after they dine at Perkins, Ronayne added. “Shoppers are undoubtedly involved round worth and the way they’re spending their cash, and they’re wanting to ensure they’re heaving the appropriate expertise and stretching their {dollars} as a lot as they’ll.”

About 80 of Perkins’ 300 places are company-owned, with the remaining operated by franchisees. Based in Cincinnati, most of Perkins’ places are in Midwestern states together with Minnesota and Iowa, though it has places in states from Arizona to Wyoming.