#176 "Be the Customer, Lead the Brand" - Twin Peaks' CEO Joe Hummel

#176 Podcast Summary

In this conversation, Bart Berkey interviews Joe Hummel, CEO of Twin Peaks Restaurants, discussing leadership, business growth, company culture, and the evolution of the restaurant industry. Recorded live from the Ford Center in Frisco, Texas.

Joe shares his journey from working in distribution to becoming an operator and later a franchisor. He highlights how he and his partners saw an opportunity in Twin Peaks, a brand with only 14 locations at the time, and transformed it into a rapidly expanding, publicly traded company.

They explore the DNA of Twin Peaks, which emphasizes a narrow and deep focus—meaning they stay true to a core identity rather than trying to appeal to everyone. The discussion also touches on:

• Twin Peaks’ guest experience—offering craveable, bold food and drinks in an immersive lodge setting.
• The importance of culture and empowerment—how listening to employees, particularly Twin Peaks Girls (TPGs), and franchisees drives innovation and retention.
• The evolution of the brand—why constant innovation and adapting to a new generation of customers are crucial to sustaining long-term success.

• Success comes from understanding the operations—whether it’s running a distribution network, a restaurant, or an office.
• If leaders aren’t close to their business, they lose touch with what makes it work.

• If leadership stops being the customer, the brand will fail.

• Every decision—from menu innovation to service standards—should be based on what a customer wants and expects.

• Twin Peaks evolved by maintaining core brand elements while innovating on experience (e.g., adding patios, larger bars, better TVs).

• Franchisees were given the freedom to test new ideas as long as they fit within the brand’s identity.
• Employees need ownership, accountability, and opportunities to grow.

• At Twin Peaks, team members start in entry-level roles and grow into leadership positions because of a culture that fosters development.
• Small details create exceptional customer experiences—from a perfectly timed drink order to the right TV station being on.

• Leaders at Twin Peaks notice everything—if a TV isn’t on, if a drink isn’t served right, or if the atmosphere isn’t perfect.
• Most businesses fail because they stop paying attention to the details and assume customers won’t notice.

• Twin Peaks thrives because they care—about details, customers, employees, and evolution.
• Twin Peaks constantly asks, what’s the next big thing?—from cocktail trends to guest experience.

Twin Peaks’ success isn’t accidental—it’s the result of strong leadership, attention to detail, innovation within brand values, and a relentless focus on customer experience. Joe Hummel’s leadership style of operating from the ground up, empowering his team, and always evolving is a model that any leader can apply to build a lasting, successful business.

Key Actionable Learnings

1. Be an Operator, Not Just a Leader

2. The Best Leaders Put Themselves in the Customer’s Shoes

3. Growth Requires Innovation, but Within Your DNA

4. Empower Your People, and They’ll Drive the Brand Forward

5. The Details Are the Difference Between Good and Great