Huddle House and Perkins Dominate Family Dining Industry with Record Development
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Huddle House and Perkins Dominate Family Dining Industry with Record Development

Ascent Hospitality Management® Family Dining Brands Propel Franchise Expansion With New Look, Elevated Tech Packages and Brand Innovation

May 24, 2022 // Franchising.com // ATLANTA - Two legendary brands backed by a proven track record are now strategically flipping the script on traditional operations to embrace the future of family dining. All eyes are on Huddle House and Perkins Restaurant & Bakery as eager restaurant investors join this innovative and explosive growth era.

Celebrating a monumental end to its fiscal year (April 2022), each concept expanded its footprint nationwide with talented operators, collectively signing 32 franchise agreements. A testament to the brands’ power, seven existing franchisees are building on their current portfolios and driving Huddle House and Perkins’ expansion across nine states.

“Coming off of this incredible growth, we’re in the strongest position we’ve been in for several years,” said Peter Ortiz, Chief Development Officer at Ascent Hospitality Management®. “At Ascent, our team’s restaurant industry expertise makes us the perfect partner for new and reputable multi-unit franchisees looking to diversify with an established yet modern concept. Our dedication to innovation has paved the way for Perkins and Huddle House to continue to have a remarkable future, allowing us to serve millions of guests across North America.”

Over the past 12 months, Huddle House and Perkins have rolled out several initiatives that are effectively steering both brands towards accelerated development. The concepts are well-positioned for exponential growth with thriving virtual concepts, innovative technology advancements and an engaged franchise system looking to further expand. As the pipeline continues to flourish with new and existing investors, Ascent is expected to exceed its development goals in the months to come.

“We’re setting the stage for another fantastic fiscal year,” said Huddle House Brand President Troy Tracy. “Our team’s synergy and drive are causing a positive ripple effect on both corporate and franchise operations, and we have ambitious goals I’m confident we’ll reach. Together, we’re dedicated to maximizing brand unit-level economics, delivering a consistent, perfect product and optimizing efficient operations across the board.”

Stacking up against the competition, both brands have taken the off-premise dining world by storm. MrBeast Burger® and Papa Corazón's Quesadillas®– two renowned ghost kitchen concepts—were incorporated into 100+ existing Huddle House and Perkins locations, which provided additional revenue streams for franchisees. Aligning with industry trends, the famed virtual dining additions allow Huddle House and Perkins to further meet consumer demand for increased convenience.

Similarly, Perkins launched its “Bakery By Perkins” bakery-only delivery platform on DoorDash, Uber Eats and GrubHub. Guests entering delivery platforms specifically searching for bakery goods are now taken directly to this option and can order favorites from Perkins’ famous bakery with just the click of a button. The “Bakery by Perkins” technology-led strategy is addressing a desire to house a second “storefront” for Perkins on delivery websites and is yielding incremental sales and profits for each store. Since its launch, the platform is producing stronger average checks and unit volume.

"We have worked diligently to boost the concepts’ growth while embracing the industry’s ever-evolving trends,” said Michael Abt, CEO at Ascent Hospitality Management®. “This summer, Ascent is debuting Perkins’ first restaurant with the prototype refresh, encompassing a modern look to our timeless brand. With a smaller footprint, pick-up window and sleek interior design, this model truly reflects the next generation of full-service dining. Plus, there’s a lot more to come in the months ahead— loyalty programs, tableside ordering and a state-of-the-art intranet are all exciting new additions that we’re rolling out systemwide.”

Ascent’s leadership team has expanded its overall restaurant footprint to nearly 600 locations across the United States and Canada. By striking a balance between maintaining tradition, while forging a path of innovation, the management organization has adapted Huddle House and Perkins to have a competitive edge in the reimagined family dining space.

As Ascent continues to foster strategic advancements, it is focused on attracting qualified multi-unit franchise owners to invest in Huddle House and Perkins. Both concepts offer flexible buildouts, unmatched real estate guidance and industry-leading operations support, making the opportunity an ideal investment for seasoned restaurant owners looking to diversify their portfolios.

To learn more about Ascent Hospitality Management® and its franchise opportunities, visit: https://www.ascenthm.com/.

About Ascent Hospitality Management

Ascent Hospitality Management® is a notable development organization within the restaurant franchise sector. Founded in 2019, the company’s mission is to invigorate great franchise brands and provide strategic support for concepts, leading to long-term growth. Currently Ascent is the franchisor of the Huddle House and Perkins Restaurant & Bakery, operating 598 restaurant locations in the United States and Canada.

Guided by the some of the industry’s most sought-after executives, the company is eager to continue expanding its depth and breadth of concepts.

To learn more about Ascent Hospitality Management® and its partnership opportunities, visit www.ascenthm.com/.

SOURCE Ascent Hospitality Management

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