James O’Reilly wants people to know that Huddle House is, and will always be, a magnet in communities where there’s great food, great service, and a place to gather and “Bring It In”—the casual-dining chain’s new tagline meant to draw from its heritage as a post-football game restaurant for families to “huddle” and come together.
The change is just one small part of a massive brand relaunch that touches every corner of the 60-year-old legacy brand, from a redesigned logo that modernizes the iconic “HH”—a nod to the signature imprint on every waffle—to new restaurant prototypes and menu items focused on portability and upgraded quality.
“Over the past year while building these transformational items, we have not lost a beat on our primary focus, which is taking care of our guests, providing them with great food, a great experience, and great value, day in and day out,” says O’Reilly, CEO of parent company Ascent Hospitality Management, which also owns Perkins American Food Co. (formerly Perkins Restaurant & Bakery).
To support growth in both traditional and new markets—and for existing franchisees as well as new—Huddle House is unveiling three distinct restaurant formats: a redesigned full-service mainline model, a quick-service conversion that enables the choice for seating or no seating, and a non-traditional prototype targeting venues like airports and college campuses.
Starting with the mainline redesign, the brand’s goal is to preserve the nostalgic, small-town vibe that’s core to the HH identity while updating it for the modern era. The updated prototype features a warm, inviting interior with booths, counter seating, and open kitchens, paired with contemporary finishes and personalized touches—like city-specific signage—to reinforce its role as a community gathering place.
“These will be a beacon in the towns that we operate in,” says O’Reilly. You’ll still see booths and counters you can sit at and watch your food being prepared fresh—”we obviously still do see that as vitally important—but there’s also very comfortable seating and some modern finishes that speak to the need to contemporary the brand somewhat, too. So you’ll see some throwback elements here, but you’ll also see its a more contemporary expression of the Huddle House brand.”
Then there’s the new drive-thru asset with a walk-up pickup window and no seats, designed for more suburban and urban markets and with younger consumers in mind. The compact footprint, which ranges from 1,200 to 1,500 square feet, allows for second-generation quick-service concept conversions, lowering startup costs and accelerating speed to market.
While the format is optimized for off-premises dining, it still features a menu of Huddle House classics alongside new, portable options. This prototype will be piloted with a select group of franchisees.
Last year, O’Reilly and his team led the new brand identity launch and transformation of Perkins, which also included Perkins Griddle & Go, the brand’s fast-casual express model that opened in Calgary, Alberta.
RELATED: Why Perkins and Huddle House Are Now Capturing the Attention of Franchisees
Meanwhile, Huddle House’s new non-traditional format targets high-traffic locations like airports, universities, malls, and more, and has the smallest footprint ranging from just 500 to 1,200 square feet.
“We’re excited about the fact that we can say to these younger customers, ‘This is the great Huddle House you might have grown up with—but did you know Huddle House also sells breakfast burritos, it serves great burgers and fries, it sells waffle tacos?’” O’Reilly says. “We’re excited about becoming competitive in this space, as well.”
Blain Shortreed, COO of Ascent Hospitality, said: “The new transformed restaurant designs will serve as the blueprint for the transformed Huddle House, opening up new trade areas and new growth potential beyond what has ever been possible before. Our new assets will be more welcoming, higher-tech, more off-premises centric, and will feature Huddle House classics, and our new / evolved menu platforms such as burritos, smashburgers, and waffle tacos.”
The brand updated every asset that guests touch, including packaging, photography, advertising, and signage, to name a few. The transformation is a full reimagining of the guest experience, designed to elevate what current fans love while also appealing to a broader, younger audience. The new logo and team member merch will be rolled out in the coming months.
Huddle House started offering franchises in 1966, and the brand quickly grew into a regional chain. Now, HH has more than 275 locations across the U.S. in 25 states, which are 80 percent franchisee-owned.
Upgraded Menu, Same Comfort
Let’s dig into the menu upgrades.
While Huddle House has long been known for its classic diner staples, the new menu direction is all about “doing things better.”
“We wanted a better biscuit. We wanted a better burger. We wanted better fries, better chicken,” O’Reilly explains. “We need to continue to become a better and better restaurant company, and that not only means new products and new assets, but it also means getting better and continuing to get better at what makes us great already.”
The brand’s updated Smashed Huddle Burger combo, for example, includes an entirely new bun, sauce, patty, fries, and chicken tenders. “Everything in that smashburger combo with the chicken strips has all been improved; these are products we sold before,” he notes. Guests can now enjoy the new soft and buttery Southern Country Biscuit, all-new crispy and juicy Chicken Tenders, the new Smashed Huddle Burger, a reimagined Huddle Burger with a soft buttery potato bun, and all-new crispy crinkle fries.
RELATED: Huddle House Rolls Out New Smashed Burger Lineup
“Our focus on the past 12 to 18 months has been completely on quality and flavor, so taking products that we have always sold will always sell, but making them better,” O’Reilly continues. “The transformation of the brand isn’t just about doing things differently, but it’s about doing things better and ensuring that we are relevant to not only all of our guests, but even more so to continue to grow to younger guests as we as we look ahead.”
These enhancements, part of the brand’s “Innovate, Elevate, Communicate” strategy, underscore Huddle House’s commitment to quality and flavor. Leading the development and communication of these initiatives is Huddle House’s new VP of Marketing, Stephanie Mattingly, who will spearhead the marketing of these and future menu innovations. “We’re thrilled to share these improvements to our core products with our guests,” Mattingly said in a statement. “It’s about celebrating what makes Huddle House special while inviting everyone to taste the exciting future of our brand.”
Some of the newest additions are designed with portability and younger guests in mind, like the soon-to-be-tested BLT Chicken Club Waffle Taco. “It is the most incredible sweet and savory masterpiece,” O’Reilly says. Waffle tacos, breakfast burritos, and more are being tested in select locations, with plans for broader rollout based on customer feedback and operational performance.
The Enhanced Value Proposition
Amid inflationary pressures and increasing competition from both casual-dining chains and grocery stores, Huddle House is leaning into value without cutting corners. “The customer’s decision to return is the result of a value judgment they make after they’ve had their experience,” O’Reilly explains. “Great restaurant companies understand the importance of fully delivering on that full value equation.”
The brand’s $3.99 breakfast—which includes pancakes, bacon, and hash browns—is a very compelling price point on fresh, prepared food, O’Reilly notes.
“We’re that magnet in a sea of quick-service options and much more expensive full-service options,” he adds. “We’re that magnet for communities where everybody knows your name, the food is fresh off the grill, and we’re a place for you, whether it’s you and your friends or your family … and that’s what makes Huddle House just so special.”
Full-year 2024 Black Box Intelligence guest feedback data reveals Huddle House outperformed all peer competitors in the family dining category on overall guest sentiment.
In 2024, Huddle House recorded the highest number of new franchise unit commitments in its history—88 agreements including a 10-unit deal for Perkins’ Griddle and Go fast casual in New Jersey, a 10-unit deal for Perkins in California, and a 20-unit deal for Huddle House in Texas—and is using the momentum to accelerate its growth trajectory into 2025 and beyond. “The majority of that was with existing franchisees,” O’Reilly says. “To me, that’s a sign of a successful restaurant company—when your existing franchisees want to reinvest.”
Under O’Reilly’s leadership, Huddle House is stepping into a new era—one built on guest insights, expanded franchise growth, and a renewed commitment to value that resonates with today’s cost-conscious diners, without abandoning the warmth and familiarity that made the brand a small-town staple.
