Twin Hospitality Group names new marketing leader
The parent company of restaurant chains Twin Peaks and Smokey Bones has hired a new marketing chief.
Melissa Fry has been appointed chief marketing officer at Twin Hospitality Group effective immediately. With more than 25 years of marketing experience, Fry joins the company from competitor Hooters of America where she most recently served as senior director of marketing for nearly two years. Previously, she spent five years at Harrah’s Resort Southern California in multiple marketing/events roles.
Twin Hospitality says that in the new C-suite position, Fry will leverage her expertise to amplify brand awareness, enhance guest engagement, and drive measurable growth across its marketing portfolio.
“Melissa brings unparalleled experience in experiential dining,” said Kim Boerema, CEO of Twin Hospitality Group, who took the reins of the company in May of this year. “Her proven ability to craft innovative, community-driven campaigns and scale field marketing strategies is indicative of the leadership needed to drive traffic and deepen guest engagement. Under Melissa's direction, we will unlock meaningful synergies between Twin Peaks and Smokey Bones, enhancing marketing efficiencies across our portfolio while preserving each brand’s distinct identity.”
Fry’s hiring follows the recent appointments of Ken Brendemihl as president of Smokey Bones and the promotion of Lexi Burns to chief people officer of Twin Hospitality. With nearly 100 Twin Peaks units in the development pipeline, Twin Hospitality says the hires position the company to execute its expansion strategy.
“Twin Peaks has redefined the experiential dining landscape by combining strong growth momentum with a signature scratch-made menu, elevated bar program, and a one-of-a-kind guest experience,” said Fry. “I’m excited to build on that momentum by expanding on the brand’s digital and local presence and driving meaningful guest connections that fuel long-term growth.”
Twin Peaks, known as the “ultimate sports lodge,” is a restaurant and sports bar brand with 114 locations across 27 states and Mexico. Smokey Bones is a full-service, meat-centric restaurant brand and concept with 51 locations across 16 states.
[READ MORE: FAT Brands CEO returns to role after two year departure]
Both chains are part of the FAT Brands portfolio of restaurants.
