Perkins Restaurant & Bakery
Perkins needed an injection of energy in order to capture the attention of a younger customer base, but was challenged to do so without alienating its most loyal customers. That challenge was met with a slate of exciting new foods designed to push the brand’s breakfast-centered perception into lunch, dinner and late-night. Our task was to communicate this shift with new positioning highlighting this dynamic, which we rooted in the brand promise, “It All Comes Together at Perkins.”
By adjusting the brand’s positioning, we tapped into its true Inner Voice, reflecting a younger customer base, giving them a reason to try and come back. As Agency of Record, we’ve brought “It All Comes Together at Perkins” to life with a series of menu-driven activation campaigns with content spanning traditional and digital media. Through these initiatives, we have driven thousands of customers to store, pushing Perkins’ post-recession recovery to outpace the market and putting them in a position to take their future growth even further.