FAT Brands Drives Growth Through Sister Brand Conversions

FAT Brands will use a sister brand conversion strategy to grow its sports lodge concept Twin Peaks. Since acquiring Smokey Bones last year, FAT Brands has chosen a select number of the concept’s locations to convert to Twin Peaks, which it says is its fastest-growing brand. Today, it announced it opened its first converted Smokey Bones location to Twin Peaks in Lakeland, Fla.

Currently, FAT Brands has a pipeline of about 30 Smokey Bones locations it’s looking to convert over the next several years.

“Converting Smokey Bones locations to Twin Peaks provides a significant return on investment as altering a standing restaurant with similar square footage and real estate draw like Smokey Bones cuts out about a year and a half of construction time,” says Ken Kuick, Co-CEO and CFO of FAT Brands, in a release. “Twin Peaks is our fastest-growing concept, producing strong and growing average-unit volumes. We believe this strategy will further drive the brand’s robust expansion plans domestically as it continues to redefine the polished casual dining sector.”

FAT Brands, owner of 18 restaurant brands, franchises and owns over 2,300 units worldwide. Twin Peaks has over 110 locations in the U.S. and Mexico.