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Celebrating a monumental end to its fiscal year (April 2022), Huddle House and Perkins Restaurant & Bakery expanded their footprints nationwide by collectively signing 32 franchise agreements. Seven existing franchisees are building on their current portfolios and driving Huddle House and Perkins’ expansion across nine states.


May 24, 2022



“Coming off of this incredible growth, we’re in the strongest position we’ve been in for several years,” says 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 steering both brands toward 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.
“We’re setting the stage for another fantastic fiscal year,” says 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.”
MrBeast Burger and Papa Corazón's Quesadillas—two ghost kitchen concepts—were incorporated into 100-plus existing Huddle House and Perkins locations, which provided additional revenue streams for franchisees. Aligning with industry trends, the 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 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,” says 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 system wide.”
Ascent’s leadership team has expanded its overall restaurant footprint to nearly 600 locations across the United States and Canada.

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