Twin Hospitality Group appoints Melissa Fry as chief marketing officer

DALLAS - Twin Hospitality Group Inc. (NASDAQ:TWNP), parent company of Twin Peaks and Smokey Bones restaurant chains, has appointed Melissa Fry as Chief Marketing Officer, effective immediately, according to a company press release issued Wednesday. The $240.2 million market cap restaurant operator has seen its revenue grow 6.56% over the last twelve months to $345.1 million, though InvestingPro analysis indicates the company faces significant financial challenges.

Fry brings more than 25 years of marketing experience in the restaurant and hospitality industries. She previously served as Senior Director of Marketing for Hooters of America, where she led national media campaigns, digital transformation efforts, and experiential activations.

The appointment continues CEO Kim Boerema’s leadership team restructuring since joining in May. Recent executive appointments include Ken Brendemihl as President of Smokey Bones and the promotion of Lexi Burns to Chief People Officer.

"Melissa brings unparalleled experience in experiential dining," said Boerema in the statement. "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."

In her new role, Fry will be responsible for brand awareness, guest engagement, and marketing growth across the company’s restaurant portfolio, which includes 114 Twin Peaks locations across 27 states and Mexico, and 51 Smokey Bones restaurants in 16 states.

Twin Hospitality Group reports having nearly 100 additional Twin Peaks units in its development pipeline as part of its expansion strategy. According to InvestingPro data, the company’s ambitious expansion comes amid challenging conditions, with the stock down 76.72% year-to-date and a concerning debt-to-capital ratio of 0.7. InvestingPro subscribers can access 7 additional key insights about TWNP’s financial health and growth prospects through the comprehensive Pro Research Report.

The company describes Twin Peaks as "the ultimate sports lodge" featuring made-from-scratch food and sports viewing, while Smokey Bones specializes in ribs and slow-smoked meats. The company maintains a 33.24% gross profit margin, though InvestingPro’s Financial Health Score of 1.5 (WEAK) suggests operational challenges ahead.

In other recent news, Twin Hospitality Group Inc. reported its second-quarter 2025 earnings, which showed a decline in overall revenue but growth in specific business segments. This mixed financial performance comes amid strategic shifts within the company. In addition to financial updates, Twin Hospitality Group announced the appointment of Andrew Wiederhorn as Chairman of its Board of Directors, filling a vacancy and extending his influence until the 2025 annual meeting of stockholders. Wiederhorn is the founder and Chairman of FAT Brands Inc., the parent company of Twin Hospitality Group.

Further expanding its footprint, Twin Hospitality Group plans to open a new Twin Peaks restaurant in Fayetteville, North Carolina, this fall. This will be the brand’s second location in the state and its 115th overall, utilizing a former Smokey Bones location to reduce build-out costs and expedite market entry. These developments highlight the company’s ongoing efforts to adapt and grow in a competitive market environment.

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