Rapidly expanding concept brings on restaurant marketing expert to lead brand development and R&D menu strategy
Twin Peaks, the ultimate sports lodge known for its made-from-scratch kitchen, rugged atmosphere, and playful Twin Peaks Girls, has appointed 28-year marketing veteran Pete Bell as its new Chief Marketing Officer. An industry leader with expertise in brand positioning, strategy development, and consumer research, Bell will oversee the company’s marketing communications and strategy as well as R&D menu development.
Bell previously served as Chief Marketing Officer for two other brands. Most recently, he spent three years at Specialty Brands Holding Corporation as CMO of Papa Gino’s, D’Angelo Grilled Sandwiches, and Smith & Wollensky restaurant chains with total annual revenue in excess of $250 million. While there, Bell was responsible for 54 weeks of positive comp sales after refining Papa Gino’s brand messaging.
Prior to his time at Specialty Brands, Bell held the title of CMO at Smokey Bones Inc. During his three year tenure, Bell repositioned the brand and took it from declining sales to a revived brand with positive comp sales in a struggling economy. He also created the company’s customer loyalty program and led the process to upgrade the beverage menu, resulting in a 29% increase in alcohol sales.
“Peter is the perfect fit to spearhead our marketing efforts and we are thrilled to have him on board,” said Randy DeWitt, CEO of Twin Peaks. “His expertise is going to be instrumental as we continue to expand our brand.”
“I am very excited to join the Twin Peaks team and for the opportunity to be a part of the company during such an exciting time,” said Bell. “Twin Peaks is one of the fastest growing restaurant chains in the country, and I look forward to building on that momentum as we continue to develop and expand the brand.”
Twin Peaks currently has 67 locations with plans for an additional 15 locations before the end of the year.
Founded in 2005 in the Dallas suburb of Lewisville by successful restaurant veterans Randy DeWitt and Scott Gordon, Twin Peaks was designed as a unique concept to meet the needs of an untapped market. Twin Peaks features high-quality food and ice cold draft beer served by friendly and attractive Twin Peaks Girls in a mountain sports lodge setting. In 2014, Twin Peaks was listed among Nation’s Restaurant News’ “Second 100,” an annual report that ranks restaurant brands between 101-200 based on U.S. system-wide sales, and was included in FSR Magazine’s “Ones to Watch.” Twin Peaks was also recently named “America’s Fastest Growing Restaurant Chain” by Bloomberg Businessweek. The national chain currently has 66 locations throughout 23 states.