"Perkins has been in Orlando for decades. We have a strong customer base here. We love our Orlando customers," said James O’Reilly, CEO of Ascent Hospitality Management, during an interview with The Orlando Life at the grand opening. "We thought this would be the absolute best place to launch our brand new vision asset, so all of our current customers who have been with us for so long could be the first ones to experience this brand new Perkins."

This decision reflects a growing trend with national restaurant chains who see Orlando as more than just a tourism driven market. With strong population growth, a diverse dining culture, and a business friendly environment, the city has become a proving ground for brands looking to expand and innovate.

A Booming Market for National Chains

Perkins is just one of several major brands that have chosen Orlando for a flagship location. In 2021, White Castle opened its largest U.S. restaurant in O-Town West, just 4.5 miles from the new Perkins’ spot. Taffer’s Tavern, founded by Bar Rescue’s Jon Taffer, recently launched a location on International Drive, citing high foot traffic and strong consumer demand as key factors.

Orlando’s rapid population growth has also made it an attractive market. The influx of new residents, combined with millions of visitors each year, creates an ideal customer base for restaurants. Paris Baguette, which has been expanding aggressively, chose Orlando because of Florida’s business friendly policies and strong year round demand. "The migration of population and the weather and the business friendly environment Florida provides is a good opportunity for entrepreneurs and franchisees," said Paris Baguette Chief Development Officer Eric Lavinder.

But beyond numbers, Orlando also offers something unique: a balance between tradition and innovation. Many restaurant chains are using the city to test new concepts that blend classic brand identity with modern consumer expectations.

Perkins launching its flagship store in Orlando is part of a broader rebranding strategy. The vision asset concept represents a “same soul, new attitude” philosophy, blending the brand’s classic offerings with modern updates.

"Perkins has for 65 years been a legacy American restaurant chain, and we need to evolve and want to evolve for what our guests want today," said O’Reilly. "Premium beverage offerings, higher quality, more flavor are things that we want to be selling to put our best foot forward."

One of the most noticeable changes is the addition of a premium beverage menu, including cocktails, something previously unheard of for Perkins. This new beverage program, developed through a partnership with Barista, includes alcoholic and non-alcoholic options, catering to a wider audience.

The menu itself has also evolved, featuring new, upscale items like a truffle infused meatball appetizer and maple bacon and egg pancakes. Yet, Perkins is careful to maintain the core elements that customers have loved for decades. "A version of the Tremendous 12 is still on the menu," O’Reilly assured, referencing the brand’s classic, oversized breakfast platter.

Perkins is not alone in its approach. Many restaurants see Orlando as a strategic market to test new concepts before rolling them out nationally. As the restaurant industry balances technology driven innovation with a demand for authentic, personal experiences, Orlando serves as a perfect testbed.

Some brands are going all in on digital transformation. Darden Restaurants, headquartered in Orlando, is leveraging data and analytics to improve customer experiences at chains like Olive Garden and The Capital Grille. Meanwhile, independent and fast growing chains, like Jeff’s Bagel Run, are proving that a strong customer experience is just as important as new technology. "Brands that succeed don’t just follow trends," said Jeff’s Bagel Run President Justin Wetherill. "They set them by creating differentiated experiences that go beyond what customers expect."

For Perkins, this mix of existing customer loyalty and new customer exposure made Orlando an easy choice. The city’s blend of longtime locals and new transplants provides the ideal audience for testing and refining a brand reinvention. Looking Ahead: Orlando as a Flagship Destination As new developments like Universal’s Epic Universe continue to reshape Orlando’s business landscape, restaurants will find even more reasons to establish a presence here. While Perkins didn’t plan its new flagship around the opening of Epic Universe, O’Reilly acknowledged that it’s a great bonus. "We knew about Epic Universe. I’ve known about it for a long time. I’m very excited about Epic Universe," he said.

Orlando’s appeal for flagship restaurants extends beyond tourism. The city’s strong economic growth, diverse population, and mix of residential and commercial development make it a model market for restaurant expansion. Whether it's legacy brands reinventing themselves or newcomers launching innovative concepts, Orlando is proving to be the place to be for the future of dining.