Why Twin Peaks is winning while Hooters falls behind

At first glance, Hooters and Twin Peaks appear to have nearly identical business models. Although both chains built brands around scantily clad servers and sports-bar dining, they're not quite as similar as they seem.

The outfits are a bit different, but the premise is the same - use cleavage as a draw to bring men into a sports bar setting. Both chains argue that they're family friendly, and one, Twin Peaks, has thrived, while Hooters has continued to close locations, even after emerging from Chapter 11 bankruptcy.

Twin Peaks' former parent company, FAT Brands, also filed for Chapter 11 bankruptcy, and that led to the chain emerging with new owners.

It's a tale of two bankruptcies involving very similar brands. Post-bankruptcy, however, the chains are on very different paths, with Twin Peaks growing, while Hooters fights for survival.

Twin Peaks has a new owner

After the FAT Brands Chapter 11 bankruptcy, Twin Peaks was purchased by Summit Acquisitions, a group of Twin Peaks franchise operators, including 3BMgmnt Inc., JEB Food Group, and Operadora 2 Montes.

The company will no longer be publicly traded and will operate under the corporate name Summit Twin Hospitality I, LLC.

The brand's existing corporate leadership team, including President Roger Gondek, Chief Marketing Officer Melissa Fry, Chief People Officer Lexi Burns, and Chief Financial Officer Scott Gray, remains fully in place to lead and manage the company.

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And while Hooters has been closing restaurants, Twin Peaks plans to grow.

"No staffing reductions are planned. The organization expects to add team members as it continues its growth momentum via new lodge openings and franchise expansion," the company shared in a press release.

Twin Peaks has embraced the "breastaurant" concept pioneered by Hooters. Nonetheless, former Twin Peaks CEO Joe Hummel said "its growth momentum is more attributable to the company's obsessive commitment to quality in its food and beverage offerings and its experience," according to Nation's Restaurant News.

Hooters has been closing restaurants

Much like Twin Peaks, Hooters was purchased by a group of franchise operators.

Following the closing of the transaction on Oct. 31, 2025, Original Hooters, along with their partners from Hoot Owl Restaurants LLC, will own approximately 140 of the 198 domestic Hooters restaurants. These domestic restaurants, along with the 60 international locations, represent approximately $700 million in systemwide sales, according to a press release.

The new owners promised a return to the chain's original values, which has included simplifying the menu, using higher-quality ingredients, and remodeling restaurants.

"And of course, what has always made Hooters special are the thousands of iconic World Famous Hooters Girls. As part of the change, all server uniforms will return the original look while staying true to the brand's original beachy vibe and heritage," the company shared.

So far, the changes have not worked, as Hooters continues to close locations.

Hooters keeps closing restaurants

Hooters has been selectively closing restaurants and has left several states. It recently closed its three remaining locations in Massachusetts.

"After many years of serving the community, one of our long time franchisees in Massachusetts [has] closed their locations. This decision has been made as part of our current efforts to focus, revitalize, and strengthen the original Hooters brand across America," the brand said in a statement Boston.com reported.

The chain also left Connecticut.

"After 33 incredible years, we have made the difficult decision to close this location," a sign on the door of the Berlin Turnpike, Wethersfield, restaurant read, CT Insider reported. "Thank you for the many memories, the great laughs and of course the hot wings shared. We are truly grateful for every guest who walked through our doors and every team member who made it special."

In most cases, the shutdowns are sudden. In West Palm Beach, Fla., for example, I drove by the chain operating as normal one day, then saw it closed with for-lease signs the next.

The chain also closed its location at Minnesota's Mall of America, marking its exit from the state, according to Fox 9.

These ongoing closures, along with a handful of others, follows the company closing 30 corporate-owned restaurants as part of its Chapter 11 restructuring, Fox News previously reported.

Why is Twin Peaks thriving while Hooters struggles?

Hooters and Twin Peaks have similar concepts, yet each chain has made different decisions about how to execute its model.

"Twin Peaks has done a solid job of enhancing its menu options," said Darren Tristano, CEO of Foodservice Results, an Oak Park, Illinois-based food industry research firm, according to American Recruiters. "Many of the Twin Peaks locations have outdoor spaces, large settings with ample square footage, and its food and ice-cold beers are differentiators compared to Hooters."

Both chains face an uphill battle when it comes to winning over female customers.

Roger Lipton, president of Lipton Financial Services, which specializes in the restaurant industry, noted that the "alluring waitresses create a mixed message.

"Some men want to ogle them, but some guys won't bring their wives or kids. You lose some customers who are offended," he said.

Twin Peaks has also benefited from strong unit economics. The chain has continued signing franchise agreements and opening new locations, while many casual dining competitors have slowed expansion.

Hooters, in contrast, has focused on stabilizing its existing business after emerging from Chapter 11 bankruptcy rather than expanding its footprint.

The difference between the chains, however, may come down to food. Twin Peaks was founded with the idea of offering an upscale take on bar food.

"We've become a nation of foodies. At Twin Peaks, the eats are on par with the bods," according to The New Republic.

Randy Dewitt, who founded Twin Peaks, called out Hooters in that article.

"I thought, ‘I don't get it, their food is terrible, their operation is hit-or-miss, their facilities are the pits.' It became pretty clear to me that that was a niche we could enter," he said.

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This story was originally published June 28, 2026 at 8:17 AM.