Twin Peaks CEO Joe Hummel on taking your brand seriously

Take-Away with Sam Oches

Nation's Restaurant News

Business, Entrepreneurship

2.5 • 15 Ratings

🗓️ 14 January 2025

⏱️ 53 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of Take-Away with Sam Oches, Sam talks with Joe Hummel, the CEO of Twin Peaks, a sports-bar franchise with more than 100 locations across the U.S. The company is maniacal about food and beverage quality, and its corporate team is intent on rolling up their sleeves and getting into the stores so they can be experts at every facet of what they do. Joe joined the podcast to talk about why Twin Peaks takes its guests and its restaurants so seriously and how his experience as a franchisee of the brand helped him better appreciate what makes the brand tick.

In this conversation, you’ll find out why:

Franchisees make great brand executives because they know the business inside and out
Your corporate office doesn’t make money; your stores do
You should take both sides of the barbell very seriously
If sports bars lead with quality, the TVs are just icing on the cake
Sports provide a whole new layer to your marketing strategy
There’s big benefit to adapting your brand to any real estate
Every dollar you spend on your restaurant should be taken seriously
The last thing your employees want to hear is “this came down from corporate”

Have feedback or ideas for Take-Away? Email Sam at [email protected].

Transcript

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0:00.0	Hey there, welcome to another episode of Takeaway with Sam Okas, a podcast from Nation's Restaurant
0:05.3	News. I am Sam Okis editor-in-chief here at NRN, and this is the show where I give you an all-access
0:10.7	pass to the restaurant industry's most influential decision-makers. This week, I'm talking
0:15.7	with Joe Hummel, the CEO of Twin Peaks, a sports bar franchise with more than 100 locations across the U.S.
0:24.1	Now, I've talked a little bit about sports bars recently here on the podcast,
0:28.1	and Twin Peaks is easily one of the most exciting sports bar concepts out there today,
0:33.1	setting the tone for the rest of the category.
0:35.8	You might be familiar with the brand's core service theme or the fact that it boasts
0:40.4	up to 85 TVs per restaurant.
0:43.4	But what you might not know is that this company is also maniacal about food and beverage
0:48.4	quality and that its corporate team is intent on rolling up their sleeves and getting
0:53.1	into the stores so that they
0:54.5	can be experts at every facet of what they do. Joe joined the podcast to talk about why Twin Peaks
1:00.8	takes its guests and its restaurants so seriously and how his experience as a franchisee of the
1:06.7	brand helped him to better appreciate what makes the brand tick. In this interview,
1:12.0	you will learn more about why franchisees make great brand executives, why you should take both
1:17.0	sides of the barbell very seriously, and why the last thing that your employees want to hear
1:22.6	is this came down from corporate. Jumping now into my interview with Twin Peaks's Joe Hummel.
1:28.9	Also, don't forget to stick around after the interview, as I will share my eight
1:32.1	takeaways from this discussion, actionable insights that you can take with you on the go.
1:40.0	Okay, I'm sitting down with Joe Hummel, the CEO of Twin Peaks.
1:43.6	Joe, thanks for taking some time today.
	...

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