Perkins Says Remodeling Initiative on Track
Perkins Restaurant & Bakery says that its system-wide remodeling initiative introduced in 2013 and officially rolled out in 2014, is well underway. To date, a total of 69 company-operated restaurants and 40 franchised locations have been remodeled, with 46 of those occurring in 2015. An additional 20 corporate and 70 franchised locations are slated for 2016 and the company anticipates a 2018 completion date for the initiative at which time all restaurants in the Perkins system will sport the new look.
Jim Frank, Perkins & Marie Callender's chief operating officer says, "Perkins remodel package helps us maintain our diverse brand relevance with our established base of loyal guests, and appeals to a new generation of restaurant guests as well. It has elevated and differentiated us from the competition, while contributing to the overall dining experience of our guests."
Offering guests a contemporary and rejuvenating perspective on Perkins, the remodel package was developed by Louis+Partners Design, and features both external and interior upgrades and elements specifically designed to enhance the brand's imagery as well as guests' overall dining experiences.
Chris Nonno, a partner at Louis+Partners Design says that the refreshed Perkins look, "puts a greater emphasis on the bakery, provides for a more engaging guest experience, and portrays a richer overall presentation that is in keeping with the brand's food and heritage."
The exterior offers a welcoming interpretation of the entry arch element along with a contemporary take on size and scale of the trademark green stripe awnings. Perkins’ signature oval brandmark is presented on the building as well as remote signage to strengthen overall brand presence. Inside, guests are drawn into a fresh, warm, comfortable environment showcasing an abundant bakery with an array of dining zones. These dining areas offer guests different types of experiences through unique presentations in space layout, seating, lighting, and graphics.
Danny Weaver, senior director of design at Perkins Restaurant & Bakery adds, "Since its inception, Perkins refreshed look and feel has been met with overwhelming approval from our guests, and the brand clearly benefits from greater day part appeal."
Before the remodel package rollout, Perkins conducted consumer research in various markets to garner feedback on its plans. The enthusiasm shown then continues, and according to Weaver, "both current and prospective guests are repeatedly impressed with the design package. We could not be more pleased with the remodeling process and the results."