Perkins has signed a significant franchise agreement for 10 Griddle & Go units in Monmouth County, New Jersey, marking the brand’s largest deal since launching the concept in September. Set to debut its first unit by October 2025, the locations will be managed by franchisees Lisa Dalton and Anthony Degrande. This new venture underscores Perkins’ transition toward smaller, flexible spaces and targeting non-traditional venues like travel centers and casinos.
Perkins’ Strategic Rebranding Efforts
Introduction of Griddle & Go Units
In September, Perkins announced the Griddle & Go concept, with its first unit established in Ontario, Canada, in October. The brand aims to expand using smaller spaces ranging from 1,500 to 2,000 square feet, significantly smaller than traditional Perkins full-service restaurants. These compact units are designed to be more flexible and adaptable to varied locations, including travel centers, casinos, and other non-traditional venues. By doing so, Perkins aims to cater to a wider range of customers and provide more convenient dining options in high-traffic areas.
In addition to their strategic size, Griddle & Go units reflect Perkins’ comprehensive rebranding initiative. This transformation included a name change to Perkins American Food Co., remodeling restaurant layouts, and enhancing menu offerings. The move to a more compact, fast-casual model shows Perkins’ commitment to staying relevant in the evolving food service industry, which increasingly values quick service and convenience. The smaller size and efficiency-focused design of Griddle & Go units make them a perfect fit for today’s fast-paced consumer lifestyle, balancing quality and speed in food service.
Investment and Market Opportunities
A key factor underpinning Perkins’ rebranding strategy is the lower investment threshold required for franchisees. Traditional Perkins locations demand an investment ranging from $1.3 million to $3.5 million, while Griddle & Go units require an investment of $726,000 to over $1.9 million. This reduction in upfront costs makes the franchise opportunity more appealing to potential investors. Moreover, the fast-casual model aligns with trends in consumer dining preferences, highlighting a shift towards quicker, more accessible dining experiences without compromising on quality.
Beyond the financial benefits, Perkins’ smaller units enable expansion into new and diverse markets. Notably, Perkins plans to enter Texas with a three-unit deal for Griddle & Go, showing the brand’s ambition to diversify its market presence. The deployment of self-order kiosks and digital menu boards in these units aligns with modern technological trends and streamlines the dining experience. This modernization not only makes the process more efficient for customers but also minimizes the need for extensive staffing, contributing to operational cost savings and increased profitability for franchisees.
Acceleration of Franchising Efforts
Growth Under Leadership of Peter Ortiz
Under the leadership of Chief Development Officer Peter Ortiz of Ascent Hospitality Management, both Perkins and its sister brand, Huddle House, are rapidly expanding their franchise networks. This strategic push is evident in recent franchise agreements, such as Huddle House’s deal for 20 new units in Texas. Collectively, these expansions reflect a concerted effort to increase market reach and brand presence across diverse locations. Ortiz’s approach to franchising leverages smaller, cost-effective models that can be easily adapted to different venues, making it easier for franchisees to invest and succeed.
The strategic use of franchise commitments indicates Perkins’ tactical move to enhance growth through a model that promotes flexibility and scalability. By adopting these smaller, more adaptable models, Perkins can effectively enter markets that may have been challenging for traditional, larger-scale outlets. Additionally, the focus on non-traditional venues leverages high-traffic areas to maximize visibility and customer engagement. This targeted approach not only facilitates market penetration but also ensures that Perkins remains competitive in a rapidly evolving food service industry.
Technological Advancements and Menu Innovations
Perkins has entered a substantial franchise agreement to establish 10 Griddle & Go units within Monmouth County, New Jersey, marking the brand’s biggest deal since the concept’s introduction last September. The inaugural unit is scheduled to open by October 2025. Managing these locations will be franchisees Lisa Dalton and Anthony Degrande. This expansion signifies Perkins’ strategic shift towards embracing smaller, more adaptable spaces and focusing on non-traditional venues. With this move, Perkins aims to tap into high-traffic areas such as travel centers and casinos, providing quick, convenient dining options for travelers and visitors. The emphasis on flexible space utilization allows the brand to efficiently cater to the evolving tastes and needs of a modern clientele. This significant franchise agreement not only strengthens Perkins’ footprint in New Jersey but also showcases its innovative approach to expansion and adaptability in the dynamic food service industry.
