Operations

Huddle House rolling out fast casual model

The brand is unveling new prototypes, portable menu items and a revitalized brand identity.

May 8, 2025

Huddle House, a 60-year-old casual dining brand serving home-style dishes, is undergoing a brand evolution and rolling out a fast casual model. Under the leadership of CEO James O'Reilly and Chief Operating Officer Blain Shortreed, the brand is rolling out an updated logo and menu as well as a trio of 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," O'Reilly, the CEO of Ascent Hospitality Management, the parent company of Huddle House, said in a press release. "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."

New logo

The redesigned logo modernizes the iconic "HH" — a nod to the signature imprint on every fresh-cooked waffle — blending60 years of heritage with a contemporary edge, O'Reilly said in the release.

Paired with the tagline, "Bring it in," Huddle House reaffirms its role as a welcoming hometown gathering spot. The has updated every asset that guests touch, including packaging, photography, advertising and signage.

New restaurant designs

At the heart of Huddle House's transformation is a bold redesign of Huddle House restaurants, crafted to maintain repeat customers while attracting new and younger guests.

In addition to a redesigned and improved small-town mainline restaurant, Huddle House has also developed two restaurant concepts designed to accelerate growth in urban, suburban and non-traditional settings.

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

The company's non-traditional format is under 1,200 square feet and targets high-traffic locations such as airports, colleges, malls and travel centers.

"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," Shortreed said in the 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.

Menu Innovation

After 18 months of development and testing, Huddle House is rolling out upgrades to its core offerings, including a soft and buttery Southern Country Biscuit, chicken tenders and the Smashed Huddle Burger, a reimagined Huddle Burger with a potato bun.

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 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," she said in the release. "It's about celebrating what makes Huddle House special while inviting everyone to taste the exciting future of our brand."

Franchising opportunities

Huddle House is poised for expansion via franchising, said O'Reilly, who believes the energy around Huddle House is palpable. "With new designs and experiences that meet guests where they are, Huddle House is ready to bring communities together across North America like never before."

Huddle House Inc. is an Ascent Hospitality Management brand with nearly 300 locations open or in development.