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- **FAT Brands**, the parent company of Smokey Bones, is rebranding approximately **50% of its locations** into Twin Peaks restaurants.
- This strategic move aims to leverage the **higher profitability** model of Twin Peaks, a sports bar reminiscent of Hooters.
- In addition, **nine underperforming Smokey Bones locations will permanently close**, while **30 will be converted** to Twin Peaks.
**FAT Brands Inc.**, the driving force behind numerous beloved food chains like Fazoli’s and Fatburger, is embarking on a significant transformation for Smokey Bones, the trusted go-to for barbecue lovers nationwide. Here’s everything that’s essential to know about this bold branding shift.
What Does the Rebranding Entail?
The upcoming transformation will see **nine underperforming locations** shut down, while half of the Smokey Bones restaurants will embrace a **new identity as Twin Peaks**—a stimulating change aimed at enhancing profitability.
A Brief History: When Did FAT Brands Acquire Smokey Bones?
FAT Brands expanded its portfolio by acquiring Smokey Bones for **$30 million** from Sun Capital Partners in *2023*. Fast forward to early 2025, FAT launched Twin Hospitality Group, the operating wing for both Twin Peaks and Smokey Bones. As a result, the company aims to allocate IPO proceeds to reduce company debt while positioning Twin Peaks for rapid expansion.
Filling a Market Gap
Twin Peaks has emerged as a popular alternative in the American dining scene, capitalizing on the void left by the **dwindling Hooters**. **Ken Kuick**, co-CEO of FAT Brands, stated, “Converting Smokey Bones locations to Twin Peaks offers a significant return on investment, enabling us to avoid a lengthy construction timeline while maintaining a similar restaurant footprint.”
What About Location Closures?
As part of this rebranding initiative, **nine underperforming Smokey Bones locations will close**. Specific details regarding these closures have not yet been made public.
How Many Locations Will Transition to Twin Peaks?
Out of the **54 Smokey Bones locations**, nine will permanently close. This leaves **45 remaining**, with plans for **30 to be rebranded as Twin Peaks** over the coming months. The first transition took place in Lakeland, Florida, in late 2024, according to reports from National Restaurant News.
The Future of Smokey Bones
Ultimately, Smokey Bones will condense its presence to just **15 locations**, a notable decline from its peak of over **100** nationwide. Details surrounding which specific locations will close remain undisclosed.
What is Twin Peaks?
Twin Peaks boasts a casual sports bar vibe, offering cold drinks and hearty American fare, making it reminiscent of the early 2000s Hooters trend. With **109 locations** currently operating throughout the U.S., the brand has plans to open **at least 11 new outlets** by the end of 2025, ultimately eyeing **650 locations** nationwide in the future.
Which Location Will Be Next to Close?
Information surrounding the next closure is scarce, even among employees who seem to lack clarity on future changes. An employee from the Springfield, Illinois location remarked, “After FAT Brands bought us, they sent a team to assess our restaurant, but we haven’t heard anything since.” This uncertainty adds to the overall intrigue surrounding Smokey Bones’ transition.
Stay tuned for more updates on this unfolding story. As the restaurant landscape continues to evolve, branding strategies like this serve as crucial indicators of industry trends and consumer preferences. **Claire Grant** writes about business and development topics for The State Journal-Register. Connect with her at [email protected] or follow her on Twitter: @Claire_Granted.
