Huddle House Develops 2 Prototypes

Family dining brand Huddle House has announced two new restaurant prototypes—a QSR conversion format and a nontraditional format. Part of a larger brand renovation, the prototypes will support the brand’s growth in urban, suburban and nontraditional settings.

The QSR conversion format focuses on drive-thru and walk-up ordering and includes a menu packed with Huddle House classics and portable options like sandwiches, burgers, burritos and waffle tacos.

The nontraditional format targets high-traffic locations such as airports, colleges, malls and travel centers. It’s designed for convenience with portable off-premise dining options in a smaller space of 500 to 1,200 square feet.

Meanwhile, the brand also redesigned its small-town mainline restaurant, balancing timelessness with contemporary dining expectations.

The nontraditional format targets high-traffic locations.

“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,” says Blain Shortreed, COO of Ascent Hospitality Management, overseeing Huddle House and Perkins, in a press release. “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.”

Along with the prototypes and menu innovation, Huddle House has revamped its brand identity, including a redesigned logo and updated tagline, to cater to its existing fans while also appealing to a broader, younger audience. Huddle House has nearly 300 locations open or in development.