THEN: In the May 2011 issue of ConcepTrac, Technomic profiled Twin Peaks, a casual-dining concept promoting scenic views of its rustic, mountain lodge-style décor and midriff-bearing Twin Peaks Girls. The chain catered to males not only with its décor and all-female servers but also with its large portions of upscale bar fare and commitment to serving ice-cold beer at 29 degrees Fahrenheit. Launched by Rockfish Seafood Grill founder Randy Dewitt, Twin Peaks was an expanding chain that planned to double its unit count by the end of 2011.
2011 units: 18 • 2011 U.S. sales estimate: $49.5 million
NOW: Twin Peaks, along with many other cleavage-centric concepts, continued expanding over the years. It now operates about 65 locations in 22 states plus a site in Russia, leading it to a ranking of 182 on Technomic’s list of top 500 restaurant chains by U.S. sales. Beer continues to be a main focus; in 2014, the concept launched Twin Peaks Brewing Co. to produce its two signature ales, Knotty Brunette and Dirty Blonde, as well as develop additional brews. Additionally, quality food has become more of a focus, with the chain emphasizing fresh ingredients and made-from-scratch fare such as hand-cut and -breaded mozzarella sticks and hand-twisted soft pretzels.
2014 units: 65 • 2014 U.S. sales estimate: $237 million (preliminary)
Technomic’s ConcepTrac newsletter helps foodservice leaders dig deep to find the concepts below the radar, poised to be tomorrow’s leading chains. Each month, it looks at a concept covered in the past to provide an update. Click here to subscribe to ConcepTrac.