Huddle House Updates Look, Menu

Huddle House (Atlanta) has launched what it describes as a “transformative evolution to better serve its guests.” Under the leadership of CEO James O’Reilly and Chief Operating Officer Blain Shortreed, the brand has unveiled a reimagined brand identity and positioning based on months of guest research, new menu items and a trio of new restaurant prototypes to accelerate the brand’s geographic expansion.

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

The update includes a redesigned logo that modernizes the brand’s “HH” — a nod to the signature imprint on every fresh-cooked waffle—blending 60 years of heritage with a contemporary edge, the project participants say.

Exterior of the updated Huddle House design. Photo: Courtesy of Huddle House

“Paired with the new tagline, ‘Bring it in,’ Huddle House reaffirms its role as a welcoming hometown gathering spot, delivering high-quality food, personalized service and unbeatable value,” the company said in a news release. “The brand updated every asset that guests touch including packaging, photography, advertising, and signage to name a few. This transformation is a full reimagining of the guest experience, designed to elevate what current fans love while also appealing to a broader, younger audience.”

Huddle House teamed with Studio 11 Design (Dallas/Atlanta) to update its restaurants. In addition to a totally redesigned small-town mainline restaurant, Huddle House has developed two new restaurant concepts designed to accelerate its growth in urban, suburban and non-traditional settings.

The QSR conversion format focuses on drive-thru and walk-up ordering, catering to busy urban and suburban areas with a menu featuring Huddle House classics and portable options like sandwiches, burgers, burritos and waffle tacos. The Huddle House non-traditional format targets high-traffic locations such as airports, colleges, malls and travel centers. The non-traditional concept is designed for convenience, with portable, off-premise dining options in a smaller space of 500 to 1200 square feet.

“The transformed restaurant designs will open up new trade areas and new growth potential beyond what has ever been possible before,” said Blain Shortreed, COO of Ascent Hospitality. “Our new assets will be more welcoming, higher-tech and off-premise centric, while still featuring Huddle House classics and our new/evolved menu platforms such as burritos, smashburgers and waffle tacos.”

Huddle House has nearly 300 locations open or in development. It is a sister brand to Perkins, which Ascent is also working to revitalize.