Second Year of Record Growth for Foodservice Design Software Provider . . . .

KCL Adds 25 New Manufacturers in 2022
Orlando, FL – KCL, the industry leader in foodservice design technologies, announces 25 new manufacturing partners who now host their equipment content–PDFs, CAD blocks, Revit families, and supporting images and documents–on KCL software. In addition, several manufacturers expanded from their North America lines to also feature their European, Middle Eastern, and African foodservice equipment.

Designers, consultants, and dealers worldwide enjoy KCL’s best-in-class design tools.
Manufacturers choose to list their design content on KCL to reach this audience and make it easy to spec their products. KCL’s new manufacturers in 2022 include the following North American companies: Aerowerks, Broaster, Citrus America, Egro (US), Everest Refrigeration, Eversys, GA Systems, GTI, Power Soak, U-Line, and Winco. Also joining in 2022 are these EMEA manufacturers: Brunner-Anliker, Carpigiani, Coldline, Friginox, Fri-Jado, Inomak, La Marzocco, Lotus, Marco Beverage Systems, Modbar, Modular Professional, Retigo, Rosinox, and Smeg Foodservice.In addition, CIAM, Lainox, Sammic, Scotsman, and UNOX expanded their lines to better serve KCL’s international user base.
Kevin Kochman, president, and co-founder of KCL, attributed much of the growth to KCL’s solid reputation for providing reliable, time-saving software and great customer service. “Designers often tell manufacturers that they need to be on KCL if they want to be specified,” he said.
Kochman added, “There are also companies, like Unified Brands, that wanted to bring all of their lines onto KCL, and other companies, like Scotsman and UNOX, know the value that KCL provides in North America and wanted to reach a larger audience through our software.”
Kochman also credited some of the growth to Luca Salomoni, KCL’s VP of Sales in EMEA and APAC. “Luca joined us just before the pandemic began. In 2022, he was finally able to represent us at the shows we had planned for 2020, like HostelCo, Internoga, FHA, GulfHost, and international FCSI events.”

Luca noted that manufacturers and potential end-users in the EMEA region have embraced KCL. “It’s easier to learn KCL than other design software. KCL software integrates with other leading design and CPQ programs. Also, KCL really stands out because of our generous site license and the extra value we provide with things like free usage reports and responsive technical support. We make manufacturer content accessible so it’s simple to include in designs.”
Learn more about these manufacturers on the KCL blog. — Source KCL.

Consumer trends . . . .

Two in Five Customers are Tipping More in 2022
Inflation and economic uncertainty are influencing consumer spending behavior, but support for restaurants continues. Although the number of consumers who typically tip restaurant staff 20% or higher is trending down, 41% of consumers report tipping more this year than last year—and 70% expect to be extra generous with gratuities over the holidays.
Popmenu, a leader in cloud-based restaurant tech, surveyed 1,000 consumers and 165 restaurant owners and operators across the U.S. in November 2022.
Tipping in 2022 vs. 2021
Tipping restaurant workers at least 20% became a new norm during the pandemic as consumers dug deeper to help struggling restaurants. Consumers continue to rally around neighborhood favorites, but tighter household budgets are impacting the size of gratuities in some cases.
43% of consumers typically tip servers 20% or more, down from 56% of consumers last year.
32% of consumers typically tip delivery drivers 20% or more, down from 38% of consumers last year.
“Anyone who has ever worked in a restaurant knows how hard the everyday hustle can be and how much tips matter,” says Brendan Sweeney, CEO, and Co-founder of Popmenu. “Tipping behavior may fluctuate depending on market conditions, but the intent to support restaurants remains strong and gratuity, in general, leans toward higher percentages today. Half of the restaurateurs recommend that guests tip a minimum of 20%, and many consumers are more than happy to oblige, especially over the holidays.”
Tipping Over the Holidays
While mindful of household budgets, consumers expect to spread a little extra cheer for restaurant workers in November and December.
One-third (33%) expect to tip restaurant staff 25% or more during the holidays; 61% expect to tip 20% or more during the holidays.
In addition to servers and delivery drivers, consumers say they also tip bartenders, hosts/hostesses, cashiers, bussers and kitchen staff.
Most Generous Cities for Tipping
Popmenu analyzed a sample of 1.1 million online food orders placed in the last 180 days to compile a list of top cities with the highest percentage of orders that included tips of 20% or more:
San Francisco, CA – 34% of orders had tips of 20% or more
Austin, TX – 32%
Columbus, OH – 31%
Louisville, KY – 30%
Nashville, TN – 30%
Seattle, WA – 29%
Washington, DC – 28%
Denver, CO – 27%
Boston, MA – 27%
Dallas, TX – 27%
Chicago, IL – 27%
Atlanta, GA – 27%
Advice for Restaurant Dining Over the Holidays
From Thanksgiving feasts to New Year’s toasts, restaurant owners and operators shared the following advice for guests dining at or ordering from their restaurants during the holiday bustle:
Tip generously when you can (57%): Gratuity is the primary income for many restaurant workers. In addition to servers and delivery drivers, consider tipping other staff who provided an exceptional guest experience.
Be patient (50%): Restaurants are short-staffed and doing their best to meet high demand. A little understanding can go a long way (and may even be rewarded with a free dessert or another perk on a busy night).
Book tables early (49%): Restaurants recommend making reservations several weeks in advance and placing large online orders at least a few days in advance.
Show up on time (49%): Seating delays cause added stress to staff and other guests and your reservation may not be honored.
Expect to pay more (40%): Inflation continues to take its toll with 93% of restaurants reporting that they have raised or plan to raise menu prices.
Survey Methodology
Popmenu conducted two nationwide, anonymous surveys on restaurant dining. The first survey included 165 U.S. restaurant owners and operators and ran from November 4 to November 7, 2022. The second survey included 1,000 U.S. consumers, ages 18 and older, and ran from November 4 to November 5, 2022. – Source: FSR.

CUSTOMER ENGAGEMENT BEGINS WITH GREATER CULTURAL UNDERSTANDING

Understanding the Latino Restaurant Consumer
Already an integral customer base for restaurants, Latino consumers are poised to become even more influential in driving trends and market growth. According to the Pew Research Center, Hispanic Americans accounted for more than half (52 percent) of the U.S. population growth between 2010 and 2021—surpassing any other ethnic or racial group.
In a recent survey, market research firm Numerator found Latino households are 72 percent more likely to dine out six or more times a week compared to the national average. Although quick-service chains, including McDonald’s, Wendy’s, Chick-fil-A, and Taco Bell, were cited as favorites, opportunities abound for full-service restaurants.
Last year, data from The NPD Group indicated that since Q2 2020, Hispanic spending at sit-down establishments had surpassed the amount spent at limited-service ones. And as of 2020, Latino consumers accounted for an annual average of 9.8 billion visits—representing about a quarter of total restaurant foot traffic.
But in order to engage with these communities, operators must first understand that Hispanic Americans are far from a monolith.
“Many brands are missing out on a huge market opportunity by not knowing how to connect with this expanding and diverse population,” wrote Gerry Ramirez, vice president of partnership development at digital media firm My Code, in an opinion piece for AdAge.
The Numerator survey didn’t delve into country-specific characteristics, but it did distinguish between larger regions. For example, consumers of South American heritage were more likely to seek out deals, while those of North and Central American descent were 40 and 30 percent, respectively, more likely to make impulse purchases.
Still, building long-term relationships goes beyond discounts and deals. Fifty-eight percent of Hispanic households report their cultural heritage is central to their identity—this is compared to 52 percent of Black consumers, 47 percent of Asian consumers, and 27 percent of white consumers.
Experts advise brands to be intentional in their outreach, warning that consumers will see through marketing attempts that are mere lip service.
“Major brands try to do these things without really attempting to understand our diverse culture, and they often miss the mark,” Trinidad Aguierre, a Hispanic marketing consultant, told NPR in September. “If you’re going to mess up, don’t do it. But if you’re going to attempt it and do it right, it’s going to pay dividends.”
for restaurants, Latino consumers are poised to become even more influential in driving trends and market growth. According to the Pew Research Center, Hispanic Americans accounted for more than half (52 percent) of the U.S. population growth between 2010 and 2021—surpassing any other ethnic or racial group.
In a recent survey, market research firm Numerator found Latino households are 72 percent more likely to dine out six or more times a week compared to the national average. Although quick-service chains, including McDonald’s, Wendy’s, Chick-fil-A, and Taco Bell, were cited as favorites, opportunities abound for full-service restaurants.
Last year, data from The NPD Group indicated that since Q2 2020, Hispanic spending at sit-down establishments had surpassed the amount spent at limited-service ones. And as of 2020, Latino consumers accounted for an annual average of 9.8 billion visits—representing about a quarter of total restaurant foot traffic.
But in order to engage with these communities, operators must first understand that Hispanic Americans are far from a monolith.
“Many brands are missing out on a huge market opportunity by not knowing how to connect with this expanding and diverse population,” wrote Gerry Ramirez, vice president of partnership development at digital media firm My Code, in an opinion piece for AdAge.
The Numerator survey didn’t delve into country-specific characteristics, but it did distinguish between larger regions. For example, consumers of South American heritage were more likely to seek out deals, while those of North and Central American descent were 40 and 30 percent, respectively, more likely to make impulse purchases.
Still, building long-term relationships goes beyond discounts and deals. Fifty-eight percent of Hispanic households report their cultural heritage is central to their identity—this is compared to 52 percent of Black consumers, 47 percent of Asian consumers, and 27 percent of white consumers.
Experts advise brands to be intentional in their outreach, warning that consumers will see through marketing attempts that are mere lip service.
“Major brands try to do these things without really attempting to understand our diverse culture, and they often miss the mark,” Trinidad Aguierre, a Hispanic marketing consultant, told NPR in September. “If you’re going to mess up, don’t do it. But if you’re going to attempt it and do it right, it’s going to pay dividends.” – Source: FSR.

IT’S ON OPERATORS TO CREATE A SEAMLESS, STRESS-FREE EXPERIENCE . . . .

10 Common Tech Mistakes for Restaurants—And How to Avoid Them
Restaurant technology has morphed from being “nice to have” to an absolute necessity. Tech solutions are essential to elevate restaurant operations, increase efficiency, reduce costs, improve scheduling, boost safety, and streamline daily tasks.
As restaurant tech has become more affordable, accessible, and user-friendly, more restaurants are investing in digital solutions. As your restaurant implements (or upgrades) technology, be sure to avoid these common mistakes:
You didn’t research your options. There are many amazing restaurant tech options available that can elevate all aspects of your business, so do your homework. Determine which features and functions are most important to you, then find a solution that meets these needs. Your business may be at a point where you only need certain functions, or you may need something more holistic if you want to grow and scale. In that case, the best option could be a comprehensive, integrated solution that can do it all—inventory, purchasing, reporting and analytics, scheduling, HR, and more.
You didn’t plan ahead. Restaurant operators can be so eager to start a new initiative that they jump into new tech options without a plan, which can create numerous problems down the road. While it’s impossible to predict every possible scenario, it’s smart to develop plans to mitigate potential problems during rollout. Work collaboratively with your vendor to create a roadmap for the rollout and implementation to make the tech transition seamless.
Your team is not engaged. The best way to get everyone on board and engaged is to involve key employees throughout the process. While it may not be realistic to include every staff member, select a representative from each affected department to offer useful insights and help boost buy-in from their colleagues. Ensure you have representatives from teams that will be using the solution, as well as those who will be implementing and maintaining it internally. No matter how useful the sales pitch seems, getting input from potential end users is invaluable.
The tech vendor isn’t a true partner. While many companies may look good on paper, pick the tech vendor that will be the best match for your restaurant. Will the vendor you’re considering offer ongoing support during and after implementation? Are they responsive and pleasant? A vendor may have great products and credentials, but if they aren’t willing to support you, it’s likely not the right fit.
The solutions aren’t integrated. No software does everything. However, you should be certain that the solutions you choose work cohesively together. For example, your BOH should be able to talk to your POS. Trying to build a tech Frankenstein from disconnected vendors may give you more data, but you’ll have less insight without the ability to see this data together and parse it in a meaningful way. You’ll maximize successes—and minimize frustrations—if the systems are aligned.
The tech tools are complex. It’s easy to fall for the bells and whistles of a new tech solution, but one of your top concerns should be whether it’s user-friendly. If the solution is overly complicated, your staff won’t use (or like) it. Avoid solutions that are complex or have a steep learning curve, focusing instead on easy-to-use options that will simplify daily operations.
You didn’t properly train employees. You could have the greatest tech tools in the world, but if your employees don’t know how to use them, it’s a waste of money. Once you’ve purchased this great tech solution, train your team on it. Your tech vendor may provide the product training, or you can opt to have an internal team roll out training, helping employees (of varying tech comfort levels) learn how to use the new system.
You didn’t explain the benefits. Explain to employees why you’re investing in technology—it will make daily tasks easier, increase safety and quality, save time and money, etc. If they understand the reasons for this transition, they’ll be more likely to buy into the new solutions. Demonstrate what’s in it for them. For instance, a digital scheduling solution will help ensure that employees get their preferred shifts and will make shift swaps much easier. Consider appointing ambassadors who are enthusiastic about the technology, who can help boost excitement among the team and encourage the more tech-adverse employees to use the new solutions.
Security was an afterthought. A whopping 108.9 million accounts were breached in the third quarter of 2022, a 70 percent increase versus the previous quarter. As cybercrime rises, restaurants must do everything possible to maximize security and minimize online threats. A cyber breach can be expensive, damaging, and stressful, so make sure your network is secure. Some systems store considerable data, and restaurants make financial transactions daily, as well as handle employee payroll, paying vendors, etc. Determine if (and how) a tech solution will increase your attack surface. Also, find out what security measures your vendor takes. Make sure whatever tech solutions you implement are held to the highest security standards.
You didn’t consider the ROI. The right tech solutions can drive revenue growth, cut costs, attract new customers, increase productivity, and boost safety and quality. While it’s true that tech solutions require an initial investment, the right option will pay for itself over time. Before investing in new technology, consider the ROI you’re expecting. Do you hope to reduce waste, increase sales, and become more efficient? Determine whether the tech solutions you’re contemplating can help you improve these metrics. If the answer is no, you may be considering the wrong solution for your restaurant’s needs.
While the restaurant industry has historically been hesitant to implement technology, we’ve seen a huge increase in restaurant tech in recent years. And there’s good reason for this shift—the right tech solutions offer many significant benefits. When you’re implementing or upgrading your tech stack, avoid these common mistakes for a seamless, stress-free experience. Source: Greg at greg@synergysuite.com.

How To Support the B2B Buyer Revolution with the Right Digital Content
B2B buyers have emphatically joined a revolution. They’re researching more, involving more colleagues, and even buying big-ticket packages online or via self-service.
And that revolution elevates the role of content in the sales process. Consider these research findings:
Since 2019, the average number of interactions required to make a buying decision jumped from 17 to 27 – a 59% increase, according to Forrester. The same study also found that more B2B stakeholders have joined the decision-making process: In 2017, 47% of purchases involved at least four people, while in 2021, 60% of purchases did.
As buying groups have gotten bigger, they’ve also become more self-reliant. Gartner research indicates sales teams have only about 5% of a B2B customer’s time in the buyer’s journey. Much of the rest is spent researching independently and working with their internal colleagues.
And if you think because your brand sells big-ticket items, this doesn’t apply to you, think again. McKinsey finds 70% of B2B decision-makers are open to making a fully self-serve or remote purchase over $50,000, and 27% would spend more than $500,000.
What do buyers need to make those self-serve or remote purchases? Information. That means content plays a much more significant role in the sales process and has the opportunity to create an even bigger impact on the bottom line.
How should that revolution affect your content plans? You’ll need to invest in updating your understanding of your brand’s customers. How? Let’s explore some options.
Talk to your sales team
In too many companies, sales and marketing operate like oil and water. They stay separate until someone shakes things up.
Get that process started by reaching out to the sales team. Have someone on the content team (a manager or strategist, for example) meet to talk about the Forrester, Gartner, and McKinsey findings). As if the research reflects their experiences with prospects. Asking questions shows that you recognize their expertise and will help you gain insights to apply to your content strategy.
Build on that conversation with follow-up questions about their experiences with prospects (even if you think you know the answers), such as:
How do prospects enter your pipeline? If they land there in multiple ways, which is the most popular and which is the most effective?
What roles do prospects have in their buying group?
With whom do you directly interact?
What information do they need to report back to the buying group?
When is the prospect likely to show up? Have they just learned about the company or started their buying research? Or do they have a few questions that need answering to finalize their decision?
Shadow the sales process
Take your research one step further by asking to shadow a sales colleague through the sales process with a prospect. Ask to sit in on in-person meetings, email interactions, and virtual calls as an observer. Listen to what the prospect says (and what they don’t) and what information the sales team member provides (including how they respond to questions).
TIP: Resist the temptation to speak when shadowing the prospect-sales interactions. While you may have valuable information or can ask a “better” question, it’s not your job to make in-the-moment recommendations.
Revisit your buyer personas or targeted audiences
Now that you’re equipped with information about your current buyers and their engagement with the sales team, you’re ready to explore how the audiences for your brand’s content interact with your company.
B2B content teams often define their audience personas by their roles. But the expansion of buying groups has brought new roles into the process. Should you add personas, given the increase in members of buying groups? Does the growth in buyers conducting unassisted research online mean you should rethink the content you serve buyers?
To help figure out the answers, look at the data. Have you seen fluctuations in your website visitors, social media interactions, subscribers, YouTube viewers, etc.? If so, look further into those changes.
Do top-of-the-funnel topics attract more interest than they once did? That could indicate that more people are involved in researching solutions.
What about bottom-of-the-funnel content? An increase there could indicate more people have direct input into the decision-making. If closed deals are the ultimate goal, invest more content resources in developing bottom-of-the-funnel content.
If your data is tied into a system to follow a prospect through the journey, explore that information. Do you see patterns of engagement that are more likely to lead to conversions? Where do a significant number of people drop off? What content behavior commonalities do you see among those who ultimately bought?
Write a case study
Yes, you should always talk to customers to understand their motivations. But customers don’t always have the time or desire to do something just to help your brand. A case study means content for your brand and additional exposure for your client.
In the interview process, ask questions about the purchase process, even if those answers don’t go into the case study. Spend a few minutes to learn who’s involved, who isn’t involved, and how that’s changed over recent years.
Use your sign-up forms
Most marketers want to keep registration forms for gated content or webinars as brief as possible. The thinking is that the more information the person must enter, the less likely they are to complete the process. But if you want to understand your audience (and generate quality leads), prioritize these two questions:
What is your title?
What is your role in the buying process?
Include a drop-down menu of options to make the analysis easier, but make sure to include an “other” option with a required fill-in field.
TIP: If you can’t add questions to the registration form, incorporate them into your feedback requests or post-event surveys.
Expanding the B2B buying horizon
Any worthwhile content marketing strategy revolves around the audience. So it only makes sense to understand how the B2B buying revolution in the post-pandemic world has changed your audience’s information needs.
Through real-life research and first-party data, you can better position content marketing for its starring role in the buying process. – Source: Ann Gwynn.

WITH A TEAM OF INDUSTRY VETS AT THE HELM, PICNIK IS POISED TO BRING ITS HEALTHFUL FARE TO NEW MARKETS

Picnik Wants to Bring ‘Real Food and Good Vibes’ to the Masses
Picnik CEO Dan Mesches describes the NextGen Casual concept in five words: real food and good vibes.
In lieu of refined sugar, gluten, seed oil, soy, corn, and peanuts, the menu favors pressed avocado oil, extra virgin olive oil, and MCT oil; pasteurized meat and eggs; Himalayan sea salt; organic tofu; butter from grass-fed cows; and raw honey. One may come in with friends and start with the Mediterranean Dip Trio, comprising pesto hummus, tzatziki, labneh, hot honey, chile, sunflower seed, crudités, and chips. The entrée lineup includes salads, bowls, sandwiches, tacos, and market plates, like the Wagyu Caponata—grass-fed skirt, feta, summer squash, spiced tomato caper, onion, golden raisin, and Italian salsa verde.
The beverage menu is just as diverse, with signature cocktails like the Pitaya Margarita (blanco tequila, dragonfruit, lime, and raw honey), low ABV and zero-proof drinks, cider, hard kombucha, beer, sustainable wine, tea, and butter coffee. Customers are able to add a handful of wellness ingredients, including collagen, lion’s mane (a species of mushroom), and adaptogen protein.
“We wanted to make food that is inclusive for everyone no matter what, whether you have a special diet or you’re just going out to eat and want to have a healthy comforting food,” Mesches says. “Through that, we are very mindful in sourcing. You find a lot of your favorites—things that everyone likes to eat but may have a problem with diet-wise. Or you’re so used to having some healthy foods that are not always thought of as tasty, and we bridge that gap. We’re both.”
Picnik was founded by Naomi Seifter nine years ago in Austin, Texas, as a food trailer renovated from a shipping container. Seifter opened the concept to offer more choices for customers like herself who deal with allergies and issues related to food and gut stress. She found a diet that worked for her, which began with butter coffee and grew from there.
In 2016, the first brick-and-mortar restaurant opened, followed by a second one this summer. Another location—and the first outside of Austin—is expected in Houston’s Montrose neighborhood in the first quarter of 2023, which, including the trailer, will bring its unit count to four.
Seifter served as CEO until 2019 when the company brought on Andy Malloy—former leader of better-for-you snack brand Hail Merry—to oversee the CPG segment. Incorporated as Artisanal Blue Northern Foods, the Picnik product line, which includes a variety of healthful creamers, is available at Whole Foods, Sprouts, and other grocery retailers nationwide.
Mesches, who previously served as CEO of Hopdoddy Burger Bar, operates the restaurant side of Picnik’s restaurant business. A few years ago, the concept received a $7.5 million investment from private equity firm KarpReilly, which also has its hands in Sprinkles Cupcakes and emerging chicken fast-casual Starbird; Mesches also serves as CEO for the former brand.
Picnik’s demographic is far-reaching, encompassing college students, young families, and retirees. The largest subset is women aged 25 to 35. Restaurants are light, with bright colors, wood tones, and polished concrete floors, and Mesches says the environment is made for both the casual launch and the fancier date night. The original location, based on the north side of Austin, is a second-generation space of around 3,500 square feet.
The second restaurant, also 3,500 square feet, sits at the bottom level of a new condo development in South Austin and includes a more coherent dining room layout, an open kitchen, pink and turquoise tiles, colorful light fixtures, and murals of Texas landscapes from a local artist. For on-the-go customers, there’s a walk-up coffee bar—similar to the chain’s first trailer—and plenty of outdoor patio space. The pedestrian window opens at 8 a.m. while the dining room opens at 11 a.m., or 9 a.m. for weekend brunch.
The most prominent update in the second restaurant is the full-service bar, equipped with a lounge area that stretches alongside the restaurant. Picnik’s beverage program is led by director of operations Tom Moon, who previously spent time at FB Society’s Whiskey Cake and Marriott International. The dining room and bar area, which stays open an hour later, are divided by shelves and greenery.
“If you look at our drink programs, you see things in them like fresh-grated ginger, raw honey, turmeric—all tasting really good,” Mesches says. “In fact, we have canned drinks too at this time. And with the change in the law in Texas, you can take those drinks home with you. Our wine list—it’s all sustainable wine. It’s very conscious, mindful eating, and I think that’s our difference from a lot of folks out there.”
The outlet was designed in partnership with HapstakDemetriou, a firm that’s also worked with Cava, &pizza, and Nando’s Peri-Peri.
“People travel to come to Picnik. It’s a special concept,” Mesches says. “Some concepts you’ll put one mile apart or whatever, but with Picnik, people make a big effort to get there, and we really appreciate that from our guests.”
Moving forward, Picnik will look to grow further in Texas, including Fort Worth and Dallas, and outside the Lone Star State, like Nashville, Tennessee, and Denver. All future locations will be 3,500–4,000 square feet and located in concentrated areas; Mesches mentions college campuses as a good fit for the brand. Similar to the second brick-and-mortar store, these units will have large patio spaces and a full bar.
The near-term strategy is to continue building company-owned restaurants. Mesches says the company is too early into its development to decide whether to franchise. But whatever Picnik decides, it will be supported by a host of restaurant veterans hailing from such powerhouse brands as Outback, Whataburger, The Cheesecake Factory, Arby’s, Sonic, Lettuce Entertain You, Houston’s, The Habit Burger Grill, and Sam Fox Restaurant Concepts.
“We feel very strongly that this concept can grow to at least 75 restaurants around the country,” Mesches says. “We have a team that’s done that kind of thing before, but we’re going to do it at the right pace and in the right way. Just like our food is mindful and with conscious choice, so is our growth.” – Source: FSR.

PERKINS RESTAURANT & BAKERY IS SHAKING UP ITS TRADITIONAL OPERATIONAL MODEL WITH ITS LATEST PROTOTYPE, NEW TECH, AND A PARTNERSHIP WITH MRBEAST BURGER . . . .

Perkins Reignites Growth with Virtual Partnerships and Fresh Prototype
Apparently, offering a free slice of pie on Mondays isn’t enough to attract the modern customer anymore. As a 64-year-old classic diner chain, Perkins Restaurant & Bakery is strategically investing in consumer-facing and operations technology to enliven the brand, which spans 276 restaurants in 32 states and Canada.
First up is Perkins’ latest prototype, which features trimmed-down square footage, carry-out windows, and a redesigned parking lot to simplify off-premises pick ups. Though Perkins has been known for its classic diner charm since its 1958 inception, a redesigned interior touts earth tones, a subway tile backsplash, and contemporary light fixtures that give the restaurant a refreshed, modernized look.
The updated format—which offers flexible buildout options and labor-saving technology—also lowers development costs for franchise owners, boosting investment returns. In 2021, the average net sales of the top 10 percent of the franchise system totaled approximately $2.9 million.
Earlier this year, Perkins began rolling out handheld tablets so servers can send orders to the kitchen instantly, speeding up the ordering process for both guests and staff members. Mobile credit card readers are also being installed, enabling guests to swipe credit or debit cards at their tables versus paying at the front of the restaurant in the brand’s traditional check-out process.
To capitalize off an increased stream of off-premises orders, Perkins recently launched “Bakery by Perkins,” a bakery-only delivery platform. Guests craving a caramel apple pie or slice of New York cheesecake can order their Perkins favorites directly on third-party delivery apps, including DoorDash, Uber Eats, and GrubHub.
Perkins’ investment in off-premises is already paying off. Since its launch, Bakery by Perkins has driven incremental bakery transactions for the brand, increasing bakery sales by an average of 15 percent.
Additionally, Perkins recently incorporated famed virtual dining brand MrBeast Burger into 88 existing restaurants, with plans to be in more than 100 by the end of the year. MrBeast Burger came to life in November 2020, resulting from a partnership between Virtual Dining Concepts and Jimmy Donaldson, a 23-year-old YouTube creator. The virtual American burger brand has since partnered with full-service restaurants such as Buca di Beppo, Bertucci’s, and Bravo Italian Kitchens. This offers another source of revenue for Perkins franchisees, increasing the brand’s value proposition.
Perkins and sister concept Huddle House signed commitments for 32 restaurants in 2021, their best development performance in years—which included seven current operators bolstering their portfolios across nine states. Huddle House acquired Perkins out of bankruptcy in September 2019 under the Ascent Hospitality Management umbrella.
“Due to the prototype announcement happening this year, we have two prototypes of the Perkins locations up and running, with hopes of many more in the years to come,” says Peter Ortiz, chief development officer for Ascent Hospitality Management.
Jeff Warne, former president and CEO of Perkins since 2012, recently left to join California Pizza Kitchen as CEO. Michael Abt, CEO of Ascent, now leads both Perkins and Huddle House. – Source: FSR.

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