If you’ve ever grabbed ribs or wings at a Smokey Bones, heads-up: things are about to change—big time. Starting in 2025, dozens of Smokey Bones locations across the U.S. will be rebranded into something completely different: Twin Peaks, a fast-growing sports bar chain known for its bar food, big portions, and revealing server uniforms.
This is not a nominal name switch—it’s a full-on strategy shift on the part of parent company FAT Brands Inc.
Why the rebrand?
Smokey Bones was purchased by FAT Brands in 2023 for $30 million. They’ve been analyzing the performance of the chain’s 54 U.S. restaurants ever since. The diagnosis? Not good. Nine underperforming restaurants are closing permanently, while 30 of the other 45 will undergo a makeover and reopen as Twin Peaks.
That leaves only 15 Smokey Bones restaurants remaining to retain their original name—a huge reduction from its peak of more than 100 restaurants nationwide.
So, what is Twin Peaks?
If Twin Peaks sounds familiar, it’s because the chain is commonly compared to Hooters. Twin Peaks eateries are designed in a rough-around-the-edges, lodge-style sports bar style, offering classic American comfort food—burgers, nachos, wings—accompanied by cold beer and giant TV screens broadcasting sports. The atmosphere is casual but also openly racy: women waitresses sport tight tops and shorts that are just a mite too short.
And it seems to be paying off. Twin Peaks outperforms and outbrands Smokey Bones, at least as far as FAT Brands is concerned. Converting Smokey Bones into Twin Peaks conserves a minimum of 18 months of build time, one executive alleged, since they already have the same footprint and real estate space.
Where will these changes take place?
So far, the company still has not announced exactly which 30 will be turned into Twin Peaks and which nine will shut down. One definite makeover already took place in Lakeland, Florida, toward the end of 2024. Another location, in Fayetteville, North Carolina, already closed its doors for good.
Even employees don’t have a clue. Workers in Springfield, Illinois, reported that corporate stopped by briefly months ago—and they haven’t heard a word since.
What’s Next for Twin Peaks?
Now, Twin Peaks has 109 locations all over the country, but it won’t stay that way. By the end of 2025, FAT Brands hopes to see at least 11 more Twin Peaks restaurants in operation and later on target 650 locations nationwide.
This rebrand is part of a broader strategy by FAT Brands to focus on faster-growing concepts with bigger profit margins. And right now, that means scaling Twin Peaks while winding down the Smokey Bones brand.
So, if you’re craving barbecue next year, your go-to spot might look very different—or it might be gone entirely. Keep an eye out for those new Twin Peaks signs popping up near you.
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