Huddle House Announces Brand Renovation for A New Generation of Guests

May 08, 2025, ATLANTA, GA –Huddle House is undergoing a transformative evolution to better serve its loyal guests. Under the leadership of CEO James O’Reilly and Chief Operating Officer Blain Shortreed, the brand unveils a reimagined brand identity and positioning based on months of guest research, new menu innovation improving on the quality of core products for current guests and developing new products for new guests, and a trio of new restaurant prototypes.

“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 O’Reilly, 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 today’s diners while staying true to our core values.”

A Fresh Look with Deep Roots

Huddle House unveiled a redesigned logo that modernizes the iconic “HH”—a nod to the signature imprint on every fresh-cooked waffle—blending 60 years of heritage with a contemporary edge. 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 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.

Transforming the Huddle House Experience: New Restaurant Designs

At the heart of Huddle House’s transformation is a bold redesign of Huddle House restaurants, crafted to maintain the brand’s welcoming heart while attracting new and younger guests. Studio 11 Design leads this redesign, balancing Huddle House’s timelessness with contemporary dining expectations.

The QSR conversion format focuses on drive-thru and walk-up ordering with a menu packed with Huddle House classics and portable options like sandwiches, burgers, burritos, and waffle tacos. This prototype will be piloted with a select group of franchisees.

“The new restaurant designs will serve as the blueprint for the transformed Huddle House,” said Blain Shortreed, COO of Ascent Hospitality. “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

After 18 months of rigorous development and testing, Huddle House is currently rolling out significant upgrades to its core offerings—a key pillar of its transformation. 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.

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 says. “It’s about celebrating what makes Huddle House special while inviting everyone to taste the exciting future of our brand.”

“We’re elevating every touchpoint for our guests, from the food on their plates to the way they feel when they walk through our doors,” said Blain Shortreed, Chief Operating Officer of Ascent Hospitality Management, who oversees operations for both Huddle House and Perkins.

SOURCE Huddle House