The Bakery by Perkins virtual brand.
Perkins Restaurant & Bakery

Perkins Debuts New Virtual Concept, Bakery by Perkins

For fans that like to skip right to dessert, Bakery by Perkins is popping up just for you.

Perkins Restaurant & Bakery is debuting its bakery-only delivery concept on DoorDash and Uber Eats, allowing consumers to order favorites from Perkins famous bakery with just the click of a button. The concept was tested at locations in Florida and Minnesota for several months and will be in all corporate-owned locations by the end of August. The first franchised locations are scheduled to launch in early September.

The Bakery by Perkins menu offers all of Perkins core bakery items including whole pies, pie slices, cookies, Mammoth Muffins, brownies and cinnamon rolls. The virtual concept allows for even more innovation, offering an expanded lineup of cakes and individual desserts including the new Chocolate Overload Cake, Raspberry Lemon Drop and Chocolate Peanut Butter Drop.  

“There’s tremendous upside in our Bakery platform, and Perkins has runway to grow this category, especially through digital channels,” says Joe Artime, Vice President of Marketing at Perkins.  “’Bakery is an expansive term – but even within the areas in which we have equity with the guest, such as desserts, pastries or breakfast, there is a lot of room for exciting innovation.” 

The Bakery by Perkins test yielded incremental sales and profit to each store’s Bakery, as well as a strong average check. The concept will continue to evolve in the coming months, both in products and accessibility, but a fall rollout ensures that Bakery by Perkins will be in place for the holiday season, typically a high-volume time for Perkins Bakery items, especially Whole Pies.

News and information presented in this release has not been corroborated by WTWH Media LLC.