For die-hard sports fans, posting up on the couch to watch the game just doesn’t cut it. Game day starts when the sun rises. The lucky jersey gets luckier the more people see it. Fight night goes from the first prelim to last call.

There’s a lot of passion in the sports community. A sports bar that caters to that passion sets itself apart in the minds of fans.

So, how do you go about creating a legendary sports-watching experience?

A Menu Made for MVPs

The average NFL game lasts over three hours. A typical MLB game clocks in at over two and a half hours. A full fight night can run upwards of six. What’s our point here?

People are going to get hungry.

Wings and burgers are sports watching staples. But they’re also the base-line expectation at any sports bar. To create the ultimate experience, you need a menu fit for MVPs. That means saucing and hand tossing the wings, and smashing, seasoning, and searing every burger, but also exploring additional dishes to fuel fans through overtime.

Scratch-made food takes the menu up another level. A legitimately good meal, with recipes made from scratch ingredients, counts as a big win no matter the score.

Ice Cold Beer & Strong Drinks

We can’t talk about food without mentioning another sports staple: Beer. Preferably ice-cold.

Cold drinks bring fans together. And while cans and bottles are great at the tailgate, the best sports bars understand that drafts are undefeated. Keeping all the big-name brews and local favorites on tap elevates game day.

A drink menu that goes beyond brews sets the experience apart even further. There’s a reason spirit brands have become major sponsors of sports organizations like the PGA, MLS, and UFC. The fanbases overlap.

Loyal fans are formed when a guest can watch the game and appreciate a glass of allocated or barrel select whiskey all in one place. Quality spirits and cocktails ensure there’s something for everyone.

As an added bonus, alcohol can help raise your profit margins. That’s a win-win.

Immersive Atmosphere

Atmosphere is everything when it comes to watching sports. It’s why fans pay top dollar just to sit in the nose bleeds. To be surrounded by other fans (and rivals) in a winning environment is pure magic.

The best sports bars replicate that atmosphere in their own way. Obviously, you can’t beat box seats, but you can create an atmosphere that enhances the game day experience.

At Twin Peaks, that’s the mountain lodge decor. When you step through the doors, you’re fully immersed in the ultimate sports lodge. You won’t find a game day that looks like this anywhere else—and that’s exactly what fans want.

Wall-to-Wall TV Coverage

Fans also want to be able to see the game. From every angle. That means lots and lots of TVs.

You should be able to take a bite of a burger without missing a bucket. Every table, booth, and bar seat needs a direct line of sight to a TV. It’s that simple.

The Biggest Fights, Games, and Events

The ultimate sports-watching experience also includes access to exclusive sports content. PPV costs are ever increasing, and certain leagues and events require specific services many fans aren’t willing or able to pay for.

The best sports bars offer fans unrestricted views of all the biggest sporting events—from UFC Fight Nights to the FIFA World Cup. Ditching any cover charges helps set the experience apart as well.

Fantasy Drafts

What happens when there isn’t a big game or traffic-driving event? You create one.

Off-seasons and weekdays can be slower times for sports bars, but avid sports fans follow their teams and leagues year-round. Business-savvy sports bars find ways to capitalize on this insight.

For example, Twin Peaks became the go-to Fantasy Draft HQ by promoting and incentivizing group reservations during the NFL preseason. League commissioners and team managers jumped at the opportunity to make an event out of draft day.

Attractive, Friendly Service

The benefits of good customer service are apparent in any restaurant or bar concept. Shaping your service with your target demographic in mind can maximize those benefits.

Friendlyhosts and waitstaff set the tone for a guest’s visit. And at the best sports bars, customer service doesn’t just complement the game-watching experience; it becomes part of it.

Our Twin Peaks Girls are an essential element to the lodge experience, on game day and beyond. They represent the brand, and they’re the reason customers consistently come back for more.

Bringing It All Together

At the end of the day, creating the ultimate sports-watching experience isn’t just about showing the game, it’s about building a space where fans feel like they’re part of it.

It’s scratch-made meals that go beyond bar food.

It’s ice-cold drafts and curated cocktails.

It’s an atmosphere that’s just as thrilling as the scoreboard.

From the moment fans walk in until the final whistle blows, everything should feel intentional. At Twin Peaks, we’ve perfected that formula.

Three Houston brothers honored for shaping the brand’s growth and culture through family values, operational excellence and grit

HOUSTON (June, 2025) — Avalanche Food Group (AFG), the first-ever franchisee of Twin Peaks Restaurant, has been named 2025 Franchisee of the Year, a recognition that celebrates their 15-year contribution to one of the fastest-growing sports bar brands in the country.

Founded by Houston brothers Joe, Ricky and John Rosa, AFG operates 11 Twin Peaks locations across Texas and Indiana, with four more in development. From opening the brand’s 100th location to mentoring rising talent, leading community givebacks and setting sales records, the Rosas have helped shape what Twin Peaks looks like — both in the kitchen and beyond.

“We say we got called up from the minors in 2009,” said Ricky. “We spent decades learning the business inside our family’s restaurants, and when the Twin Peaks opportunity came along, we were ready to take the swing.”

The Rosas opened the doors of their first restaurant in Webster, Texas, in 2010, a move that came after watching a news segment mentioning Twin Peaks. They quickly recognized the brand’s unique potential to combine scratch-made food, sports, a lodge atmosphere and hospitality. After pitching themselves directly to the brand’s co-founders, the Rosa brothers signed Twin Peaks’ first-ever franchise agreement in 2009. Their Webster restaurant shattered expectations, more than doubling the brand’s previous top-performing location.

Before launching Avalanche Food Group, the Rosa brothers ran a family-owned Italian restaurant — and faced the very real possibility of losing everything. “We’ve been through the struggle, and that’s why we lead the way we do,” said Ricky. “Success hits differently when you’ve worked for every inch of it. That shared experience shapes how we support our team and how we grow the brand. There’s a lot of gratitude in everything we do.”

Today, Avalanche Food Group owns and operates Twin Peaks lodges across Houston, South Texas and Indiana, and they were also behind this year’s Miss Twin Peaks International 2025 winner, Kiki, who represented their Greenwood, Indiana, location. Despite their growth, the brothers still work side-by-side from a shared desk in a historic Sugar Land home.

“We still work out of the same office, hear each other’s calls and solve problems together,” said Joe. “That connection is what keeps us grounded and hungry for what’s next.”

As they look toward the future, the Rosas are focused on growing their restaurant footprint while developing the next generation of leaders, including their own children, several of whom have already entered the business.

“We’re not just feeding people food,” said John. “We’re feeding dreams, building careers and leaving a legacy our kids can be proud of.”

For more information on Twin Peaks franchise opportunities, visit TwinPeaksFranchise.com.

About Twin Peaks
Founded in 2005 in the Dallas suburb of Lewisville, Twin Peaks operates 115 locations in the U.S. and Mexico. Twin Peaks is the ultimate sports lodge featuring made-from-scratch food and the coldest beer in the business, surrounded by scenic views and wall-to-wall TVs. At every Twin Peaks, guests are immediately welcomed by a friendly Twin Peaks Girl and served up a menu made for MVPs. From its smashed and seared-to-order burgers to its in-house smoked brisket and wings, guests can expect menu items that satisfy every appetite. To learn more about franchise opportunities, visit twinpeaksfranchise.com. For more information, visit twinpeaksrestaurant.com.

For years, soccer in the U.S. was seen as a niche interest; something kids played, but adults didn’t watch. Not anymore.

Major League Soccer(MLS) is breaking attendance records. Viewership of global tournaments like the World Cup and Champions League are climbing every season. The momentum is undeniable. And for sports bars looking to stand out, that momentum is a massive opportunity.

Let’s break down the rise of soccer and what it means for American sports bars going forward.

Soccer’s Rapid Rise in the U.S.

The numbers don’t lie. Soccer has officially arrived in America, and it’s not slowing down.

MLS has expanded rapidly in the last decade, adding new teams, high-profile ownership groups, and state-of-the-art stadiums.

Perhaps no moment was bigger than Lionel Messi’s arrival at Inter Miami, which skyrocketed ticket prices and drew new fans to MLS matches across the country.

But it’s not just domestic soccer that’s booming. Thanks to streaming platforms and increased coverage, U.S. fans now have access to top-tier European leagues like the English Premier League, La Liga, Serie A, and the Bundesliga.

And when it comes to global tournaments, American interest continues to surge. The 2022 FIFA World Cup shattered U.S. viewership records, with over 26 million people tuning in to watch the final. Meanwhile, anticipation is building for the 2026 World Cup, which will be hosted jointly by the U.S., Canada, and Mexico, setting the stage for an even bigger cultural moment.

What used to be considered a sport for select communities or international transplants is now fully woven into the American sports landscape. And that growing interest is translating directly into where fans choose to watch.

Soccer Fans Are Passionate—and Profitable

Demographically, soccer fans skew younger and more diverse than fans of other major sports. They’re highly engaged online, loyal to their teams, and proud of their fandom.

In other words, they’re passionate. And that passion turns into serious spending power on matchdays.

Unlike some American sports with lots of commercial breaks, soccer matches are played in two 45-minute halves with no interruptions. That means fans arrive early, settle in, and stay put.

A 90-minute match plus pre- and post-game coverage often leads to two hours or more of food and drink sales.

Soccer fans also tend to roll deep. That translates to larger tabs, more repeat visits, and a built-in sense of community.

Another key benefit for sports bars: soccer is always on. From MLS and Premier League matches to international friendlies and summer tournaments, there’s high-stakes soccer nearly every week of the year.

The sport’s cultural momentum, devoted following and nonstop schedule make it a smart, future-proof play for bars that want to stand out—and stay busy—beyond football season.

How to Score Big with Soccer Fans

Recognizing the opportunity as a business-savvy sports bar, how do you get soccer fans to show up?

Playing and promoting big games is the first step. But creating an environment for soccer fans to thrive can put you over the top. And for that, we can learn from local spots that have catered to soccer fans for decades.

Lessons from Local Pubs

In the U.S., traditional pubs have long been the go-to destinations for soccer fans. They open early for Premier League matches, stream games from around the world, and fill up with die-hard supporters cheering with their favorite pints.

These pubs have built loyal, passionate followings, and sports bars would be smart to take notes.

First, it’s about creating a sense of belonging. Many pubs are unofficial home bases for specific teams or supporter groups. Flags, scarves, and jerseys line the walls. Regulars know the bartenders. Fans chant, cheer, and suffer together. Sports bars that embrace this level of community by partnering with local clubs or hosting official watch parties can replicate that deep loyalty.

Second, they cater to matchday behavior. Pubs often offer special food or drink menus during games and keep service fast to maximize orders without distracting from the action. That flexibility can be a game changer for bars used to traditional sports schedules.

Third, they know what fans want. From European beers on tap to hearty, shareable food options, pubs understand that watching soccer is as much about the atmosphere as the game itself. Sports bars can level up by curating drink specials and offering food that keeps fans satisfied through long matches and extra time.

At their best, pubs become ritual for fans. When sports bars take cues from that model, they can become a regular part of every matchday too.

This Fanbase Means Business

Soccer isn’t just having a moment in the U.S., it’s building a movement. With record-breaking attendance, surging viewership, and a passionate fanbase, the beautiful game is becoming a cornerstone of American sports culture.

For sports bars, that’s not just exciting, it’s an opportunity.

At Twin Peaks, we’ve won over soccer fans with the ultimate matchday experience. We’re America’s Soccer HQ for the 2025 Club World Cup, and our teams are already prepping for the World Cup’s return to the U.S. in 2026.

Want to get in on a concept that’s quickly becoming the go-to spot for soccer fans around the country? Let’s talk.

Call our franchise team at (972) 941-3160 or submit a franchise inquiry.