Results credited to value enhancements, ultimate sports lodge environment
Twin Peaks stood solo atop the February ranks in the monthly KNAPP-TRACK sales report, registering 2.1 percent above the industry average in the widely respected barometer of restaurant chain performance.
The tracking service reported that sales in the casual-dining sector overall were down -3.8 percent, ranging from a low of -15.1 percent to a high of 2.1 percent, the top spot taken by Twin Peaks.
Twin Peaks entered an agreement to be acquired by La Cima Restaurants LLC, the chain’s largest franchisee, in October of 2016. La Cima’s chief operating officer, Joe Hummel, was subsequently named CEO of Twin Peaks.
“We’ve been hard at work over the last several months improving our operations and returning to our roots as the ultimate sports lodge while creating more reasons to come back in more often,” said Hummel. “We knew we were on the right track, but we were especially excited to move to the top of the ranks among our competitors in February’s KNAPP-TRACK report. It’s validation of our accomplishments to date, and keeps us encouraged moving down the path of continuous improvement.”
Hummel attributes Twin Peaks’ revival to the brand’s scratch kitchen, ultimate bar experience and unique value proposition, including a renewed emphasis on happy hours, late-night fun, costume parties, elevated food menu and tapping into local beverages. The company has once again embraced what made the brand popular from the beginning: its “scenic views” over everything, from scratch-made food and teeth-chattering, frozen beers to the Twin Peaks Girls and all the great sports you can watch on abundant TV screens in a comfortable lodge.
“Our franchisee network has really embraced our vision for the brand, and the results are evident with a significant turnaround in top-line revenues in just a few short months,” said Hummel.
Founded in 2005 in the Dallas suburb of Lewisville, Twin Peaks now has 80 locations in 25 states. Twin Peaks is the ultimate sports lodge featuring made-from-scratch food and the coldest beer in the business served by friendly and attractive Twin Peaks Girls surrounded by scenic views and the latest in high-definition TVs. For more information, visit twinpeaksrestaurant.com.
Since 1991, Malcolm Knapp has provided KNAPP-TRACK for the chain dinner house/theme restaurant market. KNAPP-TRACK is a monthly sales and guest count tracking service for comparable restaurants and separately, for all restaurants monthly over year-ago month. The reporting of data is for USA, USA year-to-date, the USA broken into 11 regions and 61 ADI TV markets.