Bean Leverages 20-Plus Years of Restaurant Experience in Building ‘Community of Ambassadors’ for Legacy Brand
Perkins American Food Co., formerly Perkins Restaurant & Bakery, has named Kimberly Bean vice president of marketing. Bean will guide the organization in creating meaningful connections with guests, including focusing on its social and digital channels. She has more than two decades of experience in the restaurant industry.
“I have a soft spot for legacy brands that have a compelling story and come from a heartfelt place,” Bean said. “Perkins is such a special brand because it has a core identity that people care deeply about, which is very motivating. The opportunity to join the Perkins brand during this key moment in its history and help revitalize consumer passion for the brand is very exciting.”
She said her previous restaurant industry experience, including technology, online orders and loyalty programs, provided insight into opportunities not yet fully utilized. “I’m eager to figure out how to turn tactical elements into enriching experiences. I also want to explore how to engage people through social and digital assets rather than simply communicating with them. Building a community of ambassadors for the brand is a key goal.”
Toni Ronayne, president of Perkins American Food Co., said Bean’s talents and knowledge will be valuable as the brand continues to evolve. “At Perkins, we are leading a monumental evolution of a legacy brand, which is allowing us to connect with new audiences. During this time, we are delighted to welcome Kimberly to our team, as she brings extensive expertise in brand management, market research and cross-functional team leadership,” Ronayne said.
Professional Background
Bean has held marketing positions with notable brands including Bloomin’ Brands, Carrabba’s Italian Grill, Cracker Barrel Old Country Store and Papa Johns. She said these experiences helped her gain insights into the importance of local marketing strategies. “My background allows me to effectively implement solutions. My approach is to view problems from this perspective, ensuring that the solutions I deliver are not a burden on the field while also finding ways to bring joy to our guests. My favorite part of anything is bringing a product to someone and seeing the joy that it brings them. That tangible joy is something that I hope to bring to a guest every day.”
Enhancing Marketing Initiatives
Bean said franchisors can enhance their marketing initiatives by focusing on three key areas: understanding what the brand represents and what sets it apart from competitors; identifying target customers and understanding their needs; and actively listening to franchisee feedback. “It’s important to equip franchisees with the necessary tools to implement these strategies effectively,” she said. “To achieve success, cross-functional collaboration within your team is needed to ensure that initiatives are financially viable and the messaging is clear and easy to understand.”
In her personal life, Bean enjoys spending time with family and friends and listening to the Beatles. She was even featured in a Paul McCartney concert video.
About Perkins American Food Co.
Founded in 1958, Perkins operates almost 300 company-owned and franchise locations across North America. The restaurant company is owned by Ascent Hospitality Management.
