Discover how Ascent Hospitality Management is reviving iconic restaurants with a modern twist 

Ascent Hospitality Management (Ascent), the parent company of Perkins American Food Co. and Huddle House, is dedicated to bringing friends and family together over delicious food, served from the heart. With a robust portfolio of nearly 600 restaurant locations, Ascent was established with the vision to acquire and revitalize iconic American restaurant brands while serving as a catalyst for long-term growth. The company has created more than 4700 American jobs, and provides leadership, talent and expertise for advancement.  

Consistently achieving high culture scores, Ascent prioritizes the engagement of its team members and associates. “We are deeply committed to creating an amazing workplace by investing in our people, fostering a collaborative culture, and providing clear paths for personal growth and development. Whether they are a cook, a franchisee, or a corporate associate, we want everyone to feel seen, valued, and empowered. Our leadership is transparent and accessible, and we continuously gather feedback to improve the employee experience. Importantly, our people-first mentality directly translates to stronger performance and happier guests. Culture is so vital to us at Ascent that we have made ‘building a winning culture’ a key element of our strategic plan and regularly review our culture progress with all stakeholders,” says James O’Reilly, CEO of Ascent. 

“We operate and franchise full-service and fast-casual restaurants across the US and Canada. Our brands specialize in classic American comfort food, featuring menus that include all-day breakfast, homestyle entrées, and our beloved bakery items, particularly the pies at Perkins and the hearty breakfast platters at Huddle House.”  

Household names 

With a combined history spanning over 120 years, Perkins and Huddle House have become household names in the American family dining space. “Since acquiring these brands, Ascent has focused on revitalizing their identities, driving operational excellence, evolving guest offerings, and expanding development opportunities through innovative formats and comprehensive franchise support. While the brands have been around for decades, the past few years are arguably the best in our history,” James continues.  

Recently, Ascent has invested significant time and energy in transforming its branding and restaurant designs for both Huddle House and Perkins, and it is paying off. Existing franchisees are reinvesting at a record pace, with Ascent selling over 100 franchises across the portfolio this year, including a 16-unit deal for Perkins Griddle & Go fast casual in New Jersey, a ten-unit deal for Perkins in California, and a 20-unit deal for Huddle House in Texas, all of which were the largest in each brand’s existence. “Perkins was previously known as Perkins Restaurant & Bakery, and we reintroduced the brand as Perkins American Food Co. Our rebrand was more than a new logo and descriptor. It was a declaration of our values, our food and our roots, by showing how modern American hospitality is evolving.    

“Perkins is as American as apple pie, making the classics of yesterday meet the modern tastes of today with new foods and a fresh restaurant experience for guests to enjoy. We focused on creating improved contemporary visual identities that resonate with both our guests and our employees. Additionally, we launched updated core restaurant designs, while also adding new asset options that better meet the needs of guests in new trade areas. For Perkins, we created a new, smaller mainline asset in the 3000-to-4000 square foot range, which is better suited for franchisees seeking to open Perkins locations in suburban areas across the US. We also introduced a new fast-casual concept, Perkins Griddle & Go. This 1500-to-2000 square feet restaurant focuses on off-premise dining with a tailored condensed menu that distinguishes it from traditional Perkins locations and features innovative technology such as digital menu boards and kiosk ordering, along with an elevated selection of beverages.  

“For Huddle House, the revamp entailed introducing a revitalized small-town asset that preserves the welcoming atmosphere of a classic diner, featuring counter seating and an open cook line, while enhancing the experience with updated interiors and exteriors, as well as more off-premise options like drive-thrus where available. Moreover, we have created a new Huddle House Express model, ranging from 1000-to-1500 square feet, which can operate with or without seating, and includes a drive-thru and walk-up window. This is formatted like a quick-service restaurant (QSR), offering a condensed menu that focuses on off-premise dining. We are also testing an elevated beverage range and a soft-serve platform for this model. Our view is that this new and contemporary diner will enable Huddle House to expand beyond small rural communities into suburban and urban markets. By introducing both Griddle & Go and Huddle House Express, we aim to extend the relevance of our iconic family dining brands to younger customers, whose preferences are increasingly centered around delicious on-the-go options, cold beverages, and snacks,” James elaborates.  

Warm and welcoming 

Across its managed restaurants, Ascent fosters a welcoming environment conducive to unique and memorable guest experiences. James describes the ways in which the company makes its locations stand out in the restaurant industry. “Everything we do is rooted in hospitality. We know that our guests are looking for more than just a meal; they are looking for connection. Our approach revolves around providing food that is both familiar and comforting, served to our customers in a warm and welcoming environment by friendly people who know their name. The sense of belonging we create is critical, especially in small towns and communities where our restaurants often serve as local gathering spots. Furthermore, we are incorporating guest feedback more than ever before, leveraging data to improve every touchpoint of the guest journey, from our menu and service to asset design.  

“To support our franchisees, we offer site selection, restaurant design, training, marketing, technology, and operational guidance. Our full suite of support services is designed to empower them to succeed in a rapidly changing industry,” he adds.   

Through its winning culture and focus on revitalizing classic American dining brands, Ascent is a force to be reckoned with in the family dining segment.  

www.ascenthm.com