Smokey Bones, a well-known chain of barbecue restaurants, will undergo a major transformation under the direction of a new parent company. As part of the strategic overhaul, underperforming locations will be closed, while approximately half of the chain’s restaurants will be converted into Twin Peaks—a sports lodge-style restaurant brand known for its mountain-lodge aesthetic and focus on American comfort food.
The decision follows a growing trend within the restaurant industry to optimize operations and respond to evolving consumer preferences. Smokey Bones, which has built a following for its slow-smoked meats and Southern-inspired dishes, has faced increasing competition and shifts in dining habits. The move comes as part of broader efforts to reinvigorate the brand’s performance.
The rebranding initiative will significantly expand the footprint of Twin Peaks, a fast-growing chain that blends a sports-focused environment with hearty American cuisine. By repurposing existing Smokey Bones locations, the parent company aims to capitalize on established real estate while introducing a concept with strong market appeal.
Customers can expect further announcements regarding specific locations affected by the closures and conversions in the coming months. For now, both Smokey Bones and Twin Peaks will continue to operate as usual, while the transition plan is rolled out in phases.
This development underscores the shifting dynamics in the casual dining industry, where brands are increasingly consolidating, pivoting to new concepts, and leveraging synergies to stay competitive in a challenging marketplace.
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