Huddle House Celebrates 60 Years With Modern Makeover And New Menu Innovations

Huddle House is marking its 60th anniversary with a sweeping brand overhaul aimed at appealing to a new generation of diners while preserving the chains Southern hospitality roots.

The updates span everything from menu items and logo design to restaurant formats and franchise expansion strategy.

“As we celebrate 60 incredible years, we lay the foundation for the next 60 in a big way, stepping confidently into our evolution,” said James OReilly, CEO of Ascent Hospitality Management, the parent company of Huddle House. “This new chapter, driven by extensive customer research and a refined brand positioning, reflects our commitment to meet the needs of todays diners while staying true to our core values.”

A key visual element of the rebrand is a refreshed logo that modernizes the brands “HH” initials while retaining the recognizable waffle imprint motif. Paired with a new slogan, “Bring it in,” the redesign is part of a broader strategy to modernize the guest experience and reach younger demographics.

As part of the transformation, Huddle House has introduced three restaurant prototypes. A traditional dine-in concept has been revamped, and two new formats are being tested: a quick-service drive-thru model for urban and suburban markets, and a scaled-down, grab-and-go option for high-traffic locations like airports and colleges.

“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,” said Blain Shortreed, COO of Ascent Hospitality, who oversees both Huddle House and Perkins. “Our new assets will be more welcoming, higher-tech, more off-premise centric, and will feature Huddle House classics, and our new / evolved menu platforms such as burritos, smashburgers, and waffle tacos.”

Menu innovation is another pillar of the update. New offerings include soft Southern Country Biscuits, crispy chicken tenders, a reimagined Smashed Huddle Burger, and crinkle fries.

“Were thrilled to share these improvements to our core products with our guests,” said Stephanie Mattingly, Huddle House’s new VP of Marketing. “Its about celebrating what makes Huddle House special while inviting everyone to taste the exciting future of our brand.”

Guest feedback has already affirmed the changes. According to 2024 Blackbox Intelligence data, Huddle House led its peer group in customer satisfaction among family dining restaurants. The company also reported a record year for new franchise signings.

“Were elevating every touchpoint for our guests, from the food on their plates to the way they feel when they walk through our doors,” Shortreed said. “Our company and franchise teams have worked tirelessly to make Huddle House a standout in family dining, and these results show were delivering.”

As Huddle House looks to its next era, company leaders see opportunity in blending heritage with innovation.

“The energy around Huddle House is palpable — from our guests, our franchise partners, and our leaders all across the business,” OReilly said. “With new designs and experiences that meet guests where they are, Huddle House is ready to bring communities together across North America like never before.”