Smokey Bones Rebranding: Affected Locations

Fat Brands Shifts Focus: Smokey Bones Locations To Become Twin Peaks

Springfield, Il – In a strategic pivot, Fat Brands Inc., the parent company of fast-food chains such as Fazoli’s and Fatburger, is significantly altering the business model for its Smokey Bones Bar & Fire grill restaurants. The company plans to convert a considerable number of these barbecue joints into Twin Peaks sports bars. This move comes as Fat Brands seeks to optimize its portfolio and capitalize on the growing popularity of the Twin Peaks brand.

Strategic Restructuring Of Smokey Bones

Under the new plan, Fat Brands will close underperforming Smokey Bones locations. Approximately half of the remaining Smokey Bones restaurants will undergo a change into Twin Peaks restaurants.

Fat Brands’ decision is influenced by Twin Peaks’ stronger financial performance. according to statistics from a 2024 earnings call, Twin Peaks’ profit margins were reportedly four times higher than those of Smokey Bones.

Did you Know? Twin Peaks operates over 100 locations nationwide and plans to open at least 11 more by the end of 2025.

The Acquisition And Rebranding strategy

Fat Brands acquired Smokey Bones for $30 million from Sun Capital partners in 2023. The company then created the Twin Hospitality Group at the start of 2025 to manage both Twin Peaks and Smokey Bones.

Ken Kuick, Co-ceo and Chief Financial Officer of Fat Brands, stated that converting Smokey Bones to Twin Peaks offers a considerable return on investment. Altering an existing restaurant significantly reduces construction time.Kuick emphasized Twin Peaks as their fastest-growing concept with strong and growing average-unit volumes.

Restaurant Closures And Conversions

In March, Fat Brands announced the closure of nine underperforming Smokey Bones locations, though the specific locations remain undisclosed.

Out of the remaining 45 stores, 30 will be rebranded as Twin Peaks establishments over time. The initial conversion took place in Lakeland, Florida, during late 2024, according to National Restaurant News.

Ultimately, Smokey Bones will downsize to just 15 locations. The brand once boasted over 100 locations nationwide.

Twin Peaks: Filling A Niche In The Market

Twin Peaks is expanding, aiming to fill a gap in the market, similar to the position once held by Hooters.

Twin Peaks offers cold drinks, American meals, and large portions, much like a casual sports bar. The company intends to have at least 11 new locations open by the close of 2025, and has a long-term goal of 650 locations across the U.S.

Employee Perspectives

Interaction regarding the next locations to be closed or rebranded has been limited, leaving employees uncertain.

An employee at the Springfield, Illinois, location mentioned a brief visit from Fat Brands representatives months ago, but thay haven’t received updates since. Calls to the general manager for confirmation whent unanswered as of June 25.

Smokey Bones And Twin Peaks: A Comparison

Here’s a quick comparison of the two restaurant chains:

Feature	Smokey Bones	Twin Peaks
Cuisine	Barbecue	American, Sports Bar
Target Audience	Families, Bbq Enthusiasts	Sports Fans, Adults
Profit Margins (2024)	Lower	4x Higher Than Smokey Bones
Growth Strategy	Downsizing, Rebranding	Expanding

The Evolving Restaurant Landscape

The restaurant industry is constantly evolving, with brands adapting to changing consumer preferences and economic conditions. Restaurant rebranding efforts are common. Companies often refresh their image, menu, or concept to attract new customers and stay relevant.

Fat Brands’ strategic shift reflects a broader trend in the industry. Restaurant chains are increasingly focused on optimizing their portfolios,closing underperforming locations,and investing in brands with higher growth potential.

Pro Tip: Keep an eye on restaurant industry trends to spot investment opportunities and adapt your business strategies accordingly.

Frequently asked Questions About The Smokey Bones Rebrand

• Why Is Fat Brands Rebranding Smokey Bones Restaurants?

fat Brands Is Rebranding Underperforming Smokey Bones Locations To Twin Peaks Due To The Latter’s Higher Profit Margins And Faster Growth.

• How Many Smokey Bones Locations Will Be Rebranded?

Approximately 30 Smokey Bones Locations Will Be Converted Into Twin Peaks Restaurants.

• What Will Happen To The Remaining smokey Bones Restaurants?

after The Rebrand And Closures, Smokey bones Will Operate With Only 15 Locations.

• When Did Fat Brands acquire Smokey Bones?

Fat Brands Acquired Smokey Bones From Sun Capital Partners In 2023 For $30 Million.

• How Many Twin Peaks Locations Are Planned In The Future?

Twin Peaks Aims To Open At Least 11 New Locations By The End Of 2025, With A Long-Term Goal Of reaching 650 Locations Across The U.S.

• What Is twin Hospitality Group’s Role?

twin Hospitality Group is The Operating Unit Created By Fat Brands For Its Twin Peaks And Smokey Bones Brands.

• Where Was the first Smokey Bones Location Rebranded?

The First Smokey Bones To Transition To A Twin Peaks Was In Lakeland, Florida, In Late 2024.

What Do You Think?

Are you surprised by the decision to rebrand Smokey Bones restaurants? Which Twin Peaks menu item would you reccommend?

What specific changes to the menu are being implemented as part of

Smokey Bones Rebranding: Affected Locations and What to Expect

The Shift: Why Smokey Bones Is Rebranding

Smokey Bones, a popular name in the casual dining scene, has been undergoing a notable rebranding process. This refresh aims to modernize the brand, attract a wider audience, and ultimately enhance the Smokey Bones experience for BBQ fans. This multi-faceted strategy involves updating restaurant interiors, overhauling menus, and updating the overall brand image. This is more than just a facelift; it’s a strategic move to stay competitive within the evolving culinary landscape.

Key Elements of the Smokey Bones Rebranding

The Smokey Bones rebranding focuses on several key aspects that contribute to a refreshed dining experience. These changes are designed to give customers a renewed reason to visit and expand the chain’s appeal. Here’s a sneak peek at what’s new:

• Updated Interior Design: Expect a contemporary look with a more welcoming atmosphere. Modern touches are planned to replace the previous decor.
• menu Revamp: New menu items and a focus on specific flavor profiles can provide customers with more diverse eating options.
• Enhanced Digital Presence: A revamped website and mobile app are aimed at streamlining online ordering and loyalty programs.

Smokey Bones Rebranding: affected Locations and Updates

The rebranding has been rolled out in phases.While a comprehensive nationwide rollout is in progress, certain locations have already embraced the new Smokey Bones look. Identifying the Smokey Bones affected location will help you determine where the updates have already launched. The locations below show known updates – keep checking back for more information!

Location	State	Status	notable Changes
TBA	TBA	Ongoing	New Menu
TBA	TBA	Ongoing	New Interior Design

Please Note: The information above is based on currently available public data. Locations are changing, so keep visiting the Smokey Bones website for the most up-to-date information on specific locations and any future openings.

First-Hand Experiences: What Customers Are Saying

as the new Smokey Bones vision unfolds, customers have shared their initial thoughts and experiences. Some reviews have highlighted the menu updates, with new offerings making a positive impression. Others are praising the updated ambiance, which enhances the dining experience. You can find reviews on platforms like Yelp and Google.

Practical Tips for Finding Rebranded Smokey Bones Locations

Want to find a reimagined Smokey Bones near you? Here’s a practical guide to help you:

1. Check the Smokey bones Website: The official Smokey Bones website is the best resource for finding a restaurant’s current status. Look for location-specific details.
2. Use Restaurant Finder Apps: Apps like Google maps and Yelp are constantly updated by users.
3. Social media: Follow Smokey Bones on social media platforms. Frequently enough,they will announce openings and updates there.