The Philadelphia area is set to see a wave of new sports bars in the years to come as Twin Peaks, a lodge-style restaurant with wall-to-wall TVs and an all-female waitress, begins its first Northeast expansion.
Known for its rugged atmosphere and hearty, freshly prepared menus, Twin Peaks was founded in the Dallas suburbs in 2005 and has expanded to 85 locations across the country. The company now plans to open 10 locations in the Philadelphia area.
“Everything we put into our building is a high-quality weapon of mass diversion,” said Joe Hummel, CEO of Twin Peaks. “We want everyone who walks in to see these weapons of mass diversion and concentrate fully on what’s going on outside the four walls, sounds, fire pits, fire pits. We really want to distract them from everything that is going on outside the four walls so that they can escape in our house, so to speak. ”
Twin Peaks has a combination of company-owned locations and franchises. The 10 restaurants planned in this area are part of a franchise development agreement.
The company and its franchisees are still in the process of selecting the upcoming locations, but have focused on a handful of potential destinations.
“We overlook the King of Prussia Market, Springfield, Willow Grove, Oxford Valley, Bensalem. These are some of the narrowing areas that we are really interested in, ”said Hummel.
The brand’s Pennsylvania presence could include potential locations in Philadelphia, Chester, Delaware, Bucks, Montgomery, Berks, Lancaster, and York. There is also a chance a suitable location is emerging in South Jersey, and the company is also looking to Pittsburgh and the Ohio markets.
In its existing US locations, Twin Peaks is perhaps best known for its frosty 29-degree draft beers.
“Cold beer is a really great way to watch sports, but to say ‘cold beer’ or ‘cold beer’ – they’re two different things,” said Hummel. “We have teamed up with a proprietary type of dispensing system in California and he is developing our dispensing systems for us that actually pour beer at 29 degrees. When it hits our frozen mugs, a beer becomes mushy. It just makes us exercise and our kitchen scratches so much better. ”
The bar’s menu offers a variety of burgers and sandwiches, as well as soups, salads, tacos and hot dishes such as braised beef, steak, grilled salmon and a variety of side dishes.
Twins Peaks’ marketing gestures refer to the general lumberjack ethos, or “mantality,” as the company quips in an ad.
The bar has sometimes been compared to Hooters, but Hummel said the resemblance only came from the women serving.
“Our brand has so many dynamic parts,” said Hummel. “If you look at our lodge compared to any sports bar out there, we have so many other things that can get you to add to the sport.”
The company is already in the midst of significant growth and plans to use the Philadelphia area as a launch pad in the coming years to venture north into New York and Massachusetts.
“We think Eagles fans, Phillies fans, Flyers, Philly Union, all of these sports are a great fit for our fan base who will have a game day in our lodges outside of the Philly market,” said Hummel.
Twin Peaks plans to open between 22 and 25 new locations in the coming year, and between 30 and 35 a year in the following years. The company is also targeting soccer fans in Mexico, where 32 new locations are to be planned in the coming years.
In the Philadelphia area, the first of 10 new lodges is slated to open in late 2022 or early 2023.
Hummel expects Twin Peaks to attract sports fans from across the spectrum when it gets to the area.
“Sport has resonance – and there are so many different sports,” said Hummel. “Boxing, UFC, of course the NFL and college football, college hoops, NBA, hockey, baseball. There are Champions League and World Cup qualifications that go straight to the MLS.”
Though the company was born in Dallas, Hummel says the new lodges will be a welcome atmosphere for rival Eagles fans who will be watching the scoreboards closely for the final weeks of the NFL season.
“Philly, they’re hanging in there,” said Hummel. “They haven’t had as much success (like the cowboys) but they are still on the hunt, especially if Washington beat the cowboys that Sunday.”