On one level or another, we all feel the effects of inflation. But restaurant franchises in particular feel the pinch as costs rise and consumer spending falls.

In the face of these challenges, successful franchises must navigate a delicate balance between maintaining affordability for customers and ensuring profitability for themselves.

Luckily, there are plenty of tactics to help strike that balance.

Inflation shouldn’t spell the end of your franchise. In fact, there’s opportunity to thrive and come out of high inflation periods ahead of the competition.

What Is Inflation?

Inflation is an economic phenomenon characterized by a general increase in prices for goods and services. Essentially, it means that the purchasing power of money decreases as prices rise.

Inflation is typically measured using an index, such as the Consumer Price Index (CPI), which tracks the average change in prices paid by consumers for goods and services.

When inflation is high, consumers and businesses alike feel the impact as the cost of living and operating expenses rise.

How Does Inflation Affect Us?

For businesses, especially those in the restaurant industry, inflation poses challenges that can impact operations and profitability. One of the most noticeable effects is the increase in the cost of ingredients, labor, and overhead expenses.

Another effect is consumers’ decrease in discretionary spending. With higher prices for everyday items and services, people tend to cut back on expenses like dining out at restaurants.

For restaurant franchises, navigating inflationary periods requires careful planning and strategic decision-making to maintain profitability and sustain growth.

How Franchises Deal with Rising Inflation

Adjusted Menu Pricing

One key strategy to navigate inflation is adjusting menu pricing. First, franchises must analyze their cost structures to determine the impact of inflation on their overall expenses. With this understanding, they can make informed decisions about how to adjust menu prices accordingly.

Increasing prices too much can risk alienating customers and reduce demand. Maintaining prices at pre-inflation levels can erode profit margins.

Franchises must carefully consider the optimal pricing strategy that allows them to cover their costs while remaining competitive in the market.

Focus on Marketing Spend

In a competitive environment heightened by inflation, marketing spend plays a crucial role for restaurant franchises, helping them differentiate from competitors.

By strategically allocating resources toward marketing initiatives, franchises can communicate their value proposition, highlight promotional offers, and drive foot traffic to their locations.

Examples of innovative marketing campaigns by franchise restaurants may include:

• – Limited-time promotions or menu items that create urgency and drive customer traffic
• – Collaborations with influencers or local celebrities to generate buzz and reach new audiences
• – Targeted digital advertising campaigns that leverage data analytics to reach specific demographics or locations
• – Events that enhance brand affinity and customer loyalty

By implementing creative and impactful marketing campaigns during periods of inflation, franchise restaurants can maintain and even increase sales volumes despite rising costs.

Driving Brand Loyalty

Another strategy for restaurant franchises to weather the challenges of inflation is building brand loyalty among their customer base.

This is where a concept like Twin Peaks can excel, offering unique menu items and a distinct dining atmosphere. A scratch menu, 29° draft beer, extensive bourbon and tequila selection, Twin Peaks Girls, and the lodge environment create a craveable dining experience that brings customers back.

Specials and events can also help build brand loyalty. Happy hour deals, gameday specials, customer appreciation days, and themed parties bring in new customers and create regulars.

Scrutinized Operating Expenses

During periods of inflation, rising costs of ingredients, labor, and overhead expenses can significantly impact a franchise’s bottom line if not managed effectively.

Franchise owners must proactively assess their operating expenses and identify opportunities to streamline operations, optimize resources, and minimize unnecessary expenditures.

Examples of such measures include renegotiating supplier contracts for more favorable pricing terms, optimizing inventory management to reduce waste, and saving energy to lower utility expenses.

Drive Online Delivery

To increase sales during high inflation, restaurant franchises can leverage online delivery platforms as an additional revenue channel.

With more consumers opting for delivery or takeout options, franchises can capture a larger share of the market by offering their menu items through online ordering platforms. This additional revenue helps offset rising costs and provides a buffer against fluctuations in dine-in traffic.

What’s the Verdict?

Inflation may be an unavoidable reality, but for restaurant franchises, it’s just another hurdle to overcome on the road to success. With strategic decision-making, some franchises aren’t just weathering the storm of inflation — they’re thriving in it.

If you’re interested in starting a franchise of your own, check out the Twin Peaks franchise process or contact our franchise team to explore opportunities with the #1 Sports Bar.

For some, opening a franchise might look like an easy path to guaranteed success. For others, there’s a fear that your business won’t be yours at all, but instead a cog in the corporate machine.

The truth is that restaurant franchising is an exciting journey with real potential for hungry entrepreneurs.

Before embarking on your franchise journey, or dismissing the possibility altogether, it’s important to clear any misconceptions and truly understand what it means to own a franchise.

Here’s the truth behind some of the top myths in restaurant franchising.

Myth #1: Franchises Are Just for Fast Food

While it’s true that many iconic fast food brands operate under a franchise model, the franchise landscape is increasingly diverse.

Casual and fine dining, sports bars, and themed restaurants have become more desirable franchise concepts due to crowded markets and changing consumer preferences.

Aspiring restaurateurs exploring franchising opportunities have the flexibility to choose a concept that aligns with their passion, expertise, and local market.

Myth 2: Fast Food Franchises Are More Profitable

Fast food franchises may enjoy streamlined operations, but profitability isn’t solely determined by speed of service.

Full-service and specialty dining franchises can be even more lucrative, offering unique experiences, alcohol, and premium menus that cater to a different market.

Profitability in the restaurant industry depends on several factors, including franchise site location, effective management, and quality of service. Every franchise restaurant category has a different dynamic, and success lies in aligning the concept with the local market’s preferences and demands.

Myth #3: Franchises Practically Run Themselves

As nice as it sounds to sit back and let your franchise run itself, it’s no roadmap to success.

Franchising isn’t for those looking to be silent partners while reeling in returns. It demands active involvement from franchisees in areas like local marketing, customer service, and staff management. But the returns can make it worth your while.

Understanding the shared responsibility and being prepared for hands-on involvement is crucial for prospective franchisees to thrive in the competitive restaurant industry.

Myth #4: Franchising Requires Relevant Business Experience

While having a business background can be advantageous, many successful franchise owners have zero previous experience.

Franchise systems provide comprehensive training programs that cover all aspects of running the business, from operations to marketing. In fact, Twin Peaks runs an initial 9-week training program in Dallas, as well as on-site training before and after opening a lodge.

Aspiring entrepreneurs can confidently consider franchising as a viable path to business ownership, regardless of their previous industry experience.

Myth #5: I’ll Get No Support from Corporate

In reality, a robust support system is a hallmark of successful franchising. Franchisors are deeply invested in the success of their franchisees because it directly contributes to the overall success of the brand.

Corporate support includes training, ongoing operational guidance, marketing assistance, and access to established supply chains.

Myth #6: Franchise Owners Have No Say

Successful franchises operate with a collaborative approach, involving franchise owners in important decisions that impact the brand. Franchise advisory councils or committees are established to provide a platform for franchisees to express their opinions, share insights, and contribute to the evolution of the brand.

While there are standard operational guidelines to maintain consistency across the brand, franchisors understand the importance of fostering a sense of ownership among franchisees, encouraging them to actively participate in the growth and development of the franchise.

Myth #7: Corporate Only Cares About Fees, Not My Franchise

Franchisors benefit when their franchisees thrive, so it’s in their best interest to provide the necessary resources and support to help each franchise reach its full potential.

A sustainable and profitable franchise system relies on the mutual success of both corporate AND franchise owners.

Myth #8: Franchisees Don’t Actually Own Anything

Franchisees do in fact own their establishments and operate them as independent businesses.

Beyond brand standards and operational guidelines to maintain consistency across locations, franchisees have a significant level of autonomy in managing their day-to-day operations. This balance between ownership and the support of an established brand is one of the key advantages of franchising. It allows entrepreneurs to benefit from an established business model, brand recognition, and corporate support while still exercising a considerable degree of control and ownership over their business.

Myth #9: Franchising Is Easy

Joining a franchise provides a proven business model and established brand, but it doesn’t guarantee automatic success.

Running any business, including a franchise, requires dedication, hard work, and the ability to navigate challenges. Franchisees must still address issues like local competition, market fluctuations, and changing consumer preferences.

It’s essential for aspiring franchisees to approach franchising with a realistic understanding of the effort and dedication required to help their business thrive.

Wrapping It Up

Navigating the landscape of restaurant franchising starts with a clear understanding of the facts. Whether you’re a seasoned business owner or a newcomer to the industry, recognizing the realities of franchising is crucial for success.

At Twin Peaks, we go to great lengths to educate potential franchisees and build meaningful relationships with all our restaurant owners. Check out our franchise process to learn more about how we work together before breaking ground.

If you’re interested in opening a Twin Peaks lodge of your own, fill out our Inquiry Form and our team will reach out to discuss the possibility of joining the Twin Peaks family.

Nothing beats the atmosphere of a sports bar. There’s something magic about watching the game among close friends and die-hard fans at your favorite spot. From kickoff to overtime, there’s always excitement brewing. The friendly smack talk. The tension when your team hits the Redzone. The pure energy when they punch in the game-winning play.

But capturing that exhilarating atmosphere is no simple feat. It takes considerable planning and effort to pull off successfully. At Twin Peaks Restaurants, creating the ultimate sports-watching experience is in our DNA.

Learn what it takes to bring a successful sports bar to life.

Location

Choosing the right location for your sports bar is paramount. Where is the demand? Ideally, you should aim for a spot in a city with a passionate professional sports following and a local university or college. Even better if your location is a tourist destination where out-of-town fans can catch the game with a cold draft.

Ambiance

Entering a sports bar should be akin to arriving at a tailgate on game day. Fans should feel the energy as soon as they step in the door. Hosting watch parties for local teams and creating themed nights for big games are great ways to get fans excited to show up.

Food & Drinks

With football games clocking in at three-plus hours and other sports not far behind, great food is essential to keep guests locked in til the final play. While burgers and wings are sure to be popular, refining these staples and offering a wider menu can help elevate the sports bar experience. Offer a variety of delicious options that cater to different tastes, ensuring there’s something for everyone to enjoy on game day.

An elevated beverage menu is another sure way to set your sports bar apart. Stock your bar with an extensive selection of drinks to quench every thirst. From ice-cold beers to premium whiskeys and handcrafted cocktails, provide options that keep your guests coming back for more.

Bar Design & Layout

Ensure your guests can settle in for the long haul with comfortable seating options. Whether it’s bar stools, booths, or lounge areas, prioritize comfort without sacrificing style.

Just as important is designing your bar layout with the viewing experience in mind. Optimize sight lines to the TVs, ensuring everyone has a perfect view of the action from every seat.

Engaging Staff

Your staff can make or break the sports bar atmosphere. Hire enthusiastic and knowledgeable employees who are passionate about sports and dedicated to providing top-notch service.

Specials & Events

Keep your guests engaged with regular promotions and special events. Whether it’s happy hour deals, game-day specials, customer appreciation days, or themed parties, additional incentives will help bring in new fans and create regulars.

In Conclusion

Opening a sports bar is an exciting adventure that requires dedication and attention to detail. By understanding the importance of location, ambiance, menu, bar design, staff, and promotions you can set yourself up for success by giving sports fans exactly what they’re looking for.

Twin Peaks is built around creating the ultimate sports fan experience — it’s why we’re the best in the game. And if you’re interested in opening your own sports bar, we can help.

Fill out our Inquiry Form and our team will reach out to discuss the possibility of opening a Twin Peaks franchise of your own.

Starting a franchise is an exciting venture, and at the core of this opportunity is a decision that can make or break your future success: Location.

It’s not just about finding a spot on the map, it’s uncovering a destination that will allow your restaurant to reach its full potential. The old saying “location, location, location” rings true.

To set your franchise up for success, there are eight critical factors to consider before you settle on the perfect spot.

1. Demographics

Selecting a location begins with understanding the demographics of an area. Evaluating the population’s age, income levels, lifestyle, and preferences gives insight into whether the location is a good fit for your franchise. The US Census Data on your location is a great place to start. Successful franchises position themselves in areas where the demographic makeup mirrors the target market and there’s a much higher likelihood of developing a loyal fanbase.

When determining locations for new Twin Peaks franchises, we consider several factors as a benchmark, including: 150,000+ population within five miles, 100,000+ daytime working individuals within five miles, and a $60,000 average household income.

2. Accessibility & Visibility

Even when surrounded by its target market, a successful franchise must be accessible. If people can’t find the restaurant—or don’t know that it exists, attracting customers will be difficult. When selecting a location, keep in mind proximity to main roads and highways, as well as public transportation.

Drive time must also be considered since most people will drive to the location from their jobs or homes, and a midday road trip is far from ideal. At Twin Peaks, we look for a daily traffic count of 30,000 cars minimum per day with direct access to the lodge.

Easy access directly around the location is another factor to consider. Is there clear signage? If you put the location into a GPS, will it take you directly to the restaurant, or will you get stuck outside the parking lot with no obvious entrance? The precise location should have easy access without taking a U-turn or crossing multiple lanes of traffic. Convenience is key.

3. Foot Traffic

In the restaurant industry, foot traffic means business. High foot traffic not only ensures a constant influx of potential customers but also contributes to brand awareness. A bustling location offers more opportunities to capture the attention of others, potentially turning them into loyal fans too.

4. Local Competition

We love a little competition at the lodge, but not the kind that’s bad for business. Successful locations strategically position themselves where there is demand yet limited direct competition, ensuring a healthy market share.

You’ll also want to assess the strengths and weaknesses of your competitors. How do their prices, services, and customer loyalty compare? Accessible tools like Google Maps, Yelp, and even social media can help you research the competition in an area and identify opportunities in the market.

5. Ample Parking

One detail that’s often overlooked is parking. The search for a parking spot shouldn’t be the story your customers tell after they visit. If it is, it’s unlikely they’ll return. Ample parking offers both safety and convenience. For Twin Peaks franchise locations, we look for at least 150 parking spaces in the area directly surrounding the lodge.

6. Real Estate Costs

Just like choosing a location based on the market, finding the balance between cost and location is essential to the success of a franchise. Lower cost sites aren’t likely to be as accessible or desirable as more expensive sites. That being said, a successful location is visible and convenient without being too costly. Even with plenty of customers, high rent can offset revenue and make turning a profit a difficult task.

One thing to remember is that starting a franchise doesn’t have to mean starting construction from scratch. 90% of Twin Peaks lodges are conversions of existing casual dining restaurant locations. Expanding your search to vacant buildings with similar spaces can help open more affordable franchise opportunities.

7. Sports & Entertainment Proximity

For Twin Peaks franchises, proximity to sports and entertainment venues is a strategic game-changer. Being close to these hubs adds to the #1 Sports Bar atmosphere at the lodge. Fans often seek places to gather before and after games, creating a natural flow of customers.

Successful locations leverage the surrounding teams and occasions with themed events and partnerships that resonate with local fans. For example, a location that can advertise itself as the ultimate watch party destination for the local university can become a go-to destination for fans who want to tailgate every game.

8. Future City Growth & Development

One final factor to consider when selecting a franchise location is the future. How a location looks and feels today may not be the same way it looks and feels 10 years from now. Look for cities that not only have large populations, but also steady population growth in recent years. Again, the US Census Website is a great source to explore an area’s population trends.

Future development can give insight into a location’s future success as well. While you can’t see the future, most cities have long-range plans you can view online. Are there plans that could affect vehicle or foot traffic? Perhaps a location has average accessibility now but there are plans for a new development in the immediate area —this could be a good spot to invest in.

In Conclusion

Choosing a location is one of the first, and most critical, decisions you make when it comes to opening a new restaurant.

Understanding an area’s demographics, accessibility, foot traffic, competition, parking, real estate costs, sports & entertainment offerings, and future growth are the first steps to nailing down that perfect spot.

And the good news, we’ll work alongside you. If you’re interested in starting your own Twin Peaks lodge, fill out our Inquiry Form and our franchise team will reach out to discuss this exciting venture.

Opening a restaurant is an exciting venture, but the decision between becoming a franchisee or starting an independent restaurant can be a difficult one.

Each path comes with its own set of advantages and challenges — making it essential to carefully evaluate your goals, resources, and personal preferences before making a final decision.

In this article, we’ll compare and contrast the franchisee and independent restaurant owner models by highlighting key factors to consider when determining the right path for you.

Advantages of Independent Restaurant Ownership

Being an independent restaurant owner offers a different set of advantages. Consider the following factors:

Creative Freedom

As an independent restaurant owner, you’ll have the freedom to develop your unique concept, menu offerings, and ambiance as you see fit. This allows for greater creativity and flexibility in tailoring your business to your specific vision.

This comes with a catch, however, as independent restaurants will need designs for logos, menus, employee uniforms, signage, and the restaurant exterior/interior. If you’re not passionate about and experienced in design, this means added costs, time, and expertise to achieve. Design often demands careful attention to detail and a keen eye for aesthetics.

Complete Control

Independent owners have full control over all aspects of their restaurant, including pricing, sourcing ingredients, and making strategic decisions. This autonomy can be empowering and appealing to those seeking total control over their business.

Again, this total control comes with risk. Sourcing ingredients at a competitive price can be a challenging prospect for independent owners, as you need to maintain consistency in quality and ensure a steady supply. On the other hand, franchise owners can leverage the size and buying power of a national brand to get the best prices for ingredients, POS systems, and inventory systems.

Despite these challenges, independent owners have the potential to develop unique supplier networks, prioritize local and sustainable sourcing, and curate a menu that truly reflects their culinary vision.

Local Community Engagement

Independent restaurants often have stronger ties to their local communities. By supporting local suppliers, engaging with customers, and participating in community events, independent owners can foster a loyal customer base and build a distinct identity.

Advantages of Owning a Restaurant Franchise

Franchise ownership involves operating a restaurant under an established brand and business model. Here are some key advantages of choosing a franchise restaurant.

Established Brand Recognition

Opening a new restaurant doesn’t mean much if you’re not attracting new customers to your business. Years of national marketing campaigns mean franchisees can rely on established brand awareness for initial foot traffic. Twin Peaks invests thousands of dollars in marketing and advertising every year to maintain a competitive edge and stay top of mind to attract hungry patrons.

Proven Business Model

Franchises typically come with a comprehensive business model, including standardized processes, menus, and marketing strategies. This can save time and effort in developing these elements from scratch.

This proven model means more long-term success and fewer risks compared to newer restaurant concepts. This was especially crucial during the pandemic when many new restaurants closed their doors for good.

Twin Peaks has an average operation length of 10 years for franchisees, and recently celebrated its 100th restaurant opening.

Ongoing Training & Support

Franchisors often offer continuous support, including training, marketing assistance, and operational guidance from subject matter experts. This support system can be invaluable, especially for first-time restaurant owners.

Considerations for Choosing the Right Path

When deciding between franchise ownership and independent ownership, several important factors should be taken into account:

Investment and Financing

Franchise ownership typically requires a lower initial investment but ongoing royalty fees, while independent ownership allows for more flexibility in terms of investment and financing options.

Risk Tolerance

Franchise ownership offers a proven business model and support structure, reducing some of the risks associated with starting a new venture. Independent ownership, on the other hand, requires a higher tolerance for risk and a willingness to navigate uncertainties independently.

Work-Life Balance

Franchisees often benefit from established systems and support, potentially leading to a more predictable work-life balance. Independent owners may need to invest more time and effort initially to establish their business and find a balance that suits their lifestyle.

In Conclusion

Choosing between franchise ownership and independent restaurant ownership is a significant decision that requires careful consideration.

Both paths have their merits, and the right choice depends on your goals, resources, risk tolerance, and personal preferences. Assessing factors such as brand recognition, creative freedom, investment requirements, and support systems will help you determine which path aligns best with your vision for success in the restaurant industry.

Guest post by Aicha Bascaro

Everyone wants a winning team—especially now when many restaurant franchises are having challenges with staffing quality candidates. But what many people fail to realize is that winning teams are made, not just hired…

You can hire amazing candidates who later become mediocre employees due to the wrong culture and leaders. And although winning teams are made, hiring the right people is still the first step.

Hiring a winning team is both a science AND an art—especially in the restaurant industry. It requires maintaining a consistent process that is executed by all hiring managers to achieve results. Oftentimes, it is how we hire people that dictates their level of success within an organization, not who they are when they applied. During the hiring process, it is your job to set the tone and your applicant’s job to make the decision to either join your franchise’s culture…or not.

Having a winning team begins by hiring people who will succeed and thrive in your organization. There are four critical steps for a successful, long-term hire:

1. Define what your ideal team member looks like.

The first step toward a successful hire is to understand and gain clarity on who it is that your restaurant franchise is looking for.

Defining a candidate profile will provide you and your hiring managers with a baseline that you can refer to when comparing candidates. This is a critical part of the hiring process. When we neglect this step, we often end up hiring the wrong people, wondering later why they didn’t stay or succeed.

When thinking through who your ideal team member is, you need to define every aspect of what that person needs to be like. It is true that not every candidate will match that vision 100%, but the closer you get, the better your chance of success.

Some details in the restaurant industry are non-negotiable—things like availability, experience, attitude, willingness to wear a uniform, etc. When defining your ideal team member, clarify which details are non-negotiable and which are more flexible.

Providing clarity will prevent unfulfilled expectations and disappointment on both sides, helping avoid broken trust, poor performance, and eventually, separation. Do yourself a favor—define your expectations and live by them.

2. Identify reliable recruiting resources.

There is a very real staffing shortage in the restaurant industry that is impacting 1000s of franchisees. This means that we need to be creative and resourceful when finding great candidates who are willing to work on a winning team. To find these gems, you need to put in the work, doing what others are not willing to do.

It is true that most franchise recruiting nowadays is done via social media and online platforms. This may be the best way to reach the most people in the fastest way, but how many reliable and successful recruiting resources are we leaving on the table because we are unwilling to make the extra physical effort to use “traditional” and “old-fashioned” ways? If we want to truly solve our staffing issues, we need to think outside the box and look back toward old methods.

Think of tactics like seeking referrals, asking current employees to invite their friends to interview, reaching out to local universities, posting in grocery stores and community boards, etc. These tactics all have great value.

Every restaurant franchise community is different and unique. Each of your units is in a different community. Get to know your community. Get involved. Many unexpected sources will emerge, and they are most likely going to be different for each business unit. Your goal is to become the business in your neighborhood that your ideal team member thinks of when looking for a new job.

3. Interview to discover.

Interviewing people is an art. It requires following a specific process and objectives to achieve the ultimate goal: to learn if they are a fit for…

a) Your company’s needs & requirements
b) Your culture and behavioral expectations
c) The job description of the position that you are filling

These discoveries need to be made in 30 minutes or less if you are interviewing many candidates for the job. To do this, you’ll need to ask the right questions. Think back to the employee profile you defined in step one, your franchise’s cultural needs, and the job’s requirements. Thinking through these details will help you define your questions carefully, and asking well-thought-out questions will make you the most effective interviewer possible.

4. Onboard to set the tone.

Hiring a winning team doesn’t end with an offer letter. The first experience new team members will have with your restaurant franchise is during the onboarding process. During the interview process, these people only knew your company from the perspective of a candidate and an outsider. Now, after accepting the position offered to them, they get to know the real company, and learn what they actually said yes to.

If you have experienced “no-shows” or new employees resigning within their first week of training, this may be a sign that you have an issue with onboarding.

Remember, onboarding is a new employee’s first experience with your restaurant, so if it’s not great, they may become disappointed and not come back. Managers can lose great team members when their expectations of an organization do not meet their reality. Making a good first impression is essential. Therefore, it’s important to ensure that individuals have a positive initial onboarding experience with your organization.

You want to make sure that, by the end of their onboarding and initial training (especially on day 1), your new team members go home feeling happy about saying yes to your job offer.

If you follow these four steps, you will build a solid foundation for hiring a winning team. However, remember that a winning team is made, not hired. Once you hire the right people, the way to build a winning team is by maintaining the right culture and the right leaders to foster success, positivity, and a healthy work environment.

Aicha Bascaro is a 30+ year veteran in the franchise industry who founded the America Franchise Academy, LLC™ in July of 2016. She is the author of the Amazon best-selling books “The Franchise Fix”, “The Multi-Unit Franchise Mastery” and “La Franquicia Exitosa“.

Growing up, Damian Jackson dedicated himself to athletics — baseball, soccer and snowboarding. After high school, the six-foot-two-inch man from Las Vegas decided to follow in his brother’s footsteps and enroll in the Navy, where he soon found himself in six months of SEAL training.

After hundreds of hours of drills, thousands of reps of workouts and the infamous Hell Week, Jackson became Lead Breacher in a SEAL platoon, specializing in explosives and obstruction removal. Then after two deployments, Jackson’s time as a SEAL came to an end, and a new journey began.

Despite never playing football before, in 2017, Jackson decided to join the University of Nebraska football team as a walk on, determined to make the roster. After quickly proving himself as a leader, a promising athlete and one hell of a defensive player, Jackson earned himself a spot on the roster. This year, Jackson has played snaps in nine out of 10 of the Cornhusker’s 2021 regular-season games. For Jackson, failure is not a fear and quitting is never an option.

Jackson embodies the spirit and values of Twin Peaks Restaurant, making him a perfect NIL partner for the ultimate sports lodge. As a former military member himself, Jackson shares the same passion for helping veterans in need. That’s why through the partnership, for every touchdown Nebraska scores this season, Twin Peaks will donate $100 to Folds of Honor – a nonprofit organization that provides educational scholarships to spouses and children of America’s fallen and disabled service members.

Jackson answered a few questions about his journey from the Navy SEALs to UNL and his new partnership with Twin Peaks:

Twin Peaks: How did your time in the military prepare you for football, and what advice do you give to others who may want to follow in your footsteps?

Damian Jackson: The military made me into the man I am today, and it made me a team player. When I joined the football team, I was a little bit older than the rest of the guys, but I embraced them, and they embraced me the moment I walked into that locker room. It doesn’t matter how we all got to this point because we are now one team with the same goal.

My philosophy for life has always been to do it all for the greater good and learn from each experience. I encourage anyone looking to play college football to soak in the wisdom of the players on your team. Football is much more than a sport. It is an opportunity to grow and develop as a person. I would tell someone to respect your older teammates and coaches and have pride in the fact that you’re able to be there.

TP: Did you play football growing up?

DJ: I didn’t play football at all growing up. That shocks a lot of people, but I only played baseball and soccer. Once I got to the Navy, put on some muscle and received some military-grade conditioning, I knew I wanted to go to college and play a sport. When my service was finished, I put my head down and went for it.

TP: Why did you choose Nebraska, and what is your favorite part about playing for the Cornhuskers?

DJ: I originally learned about Nebraska and its football program from a family friend. When I was starting to look around at schools, I looked at the Top 25, saw Nebraska and the rest was history!

My favorite part is playing in front of our fans at Memorial Stadium. We have the best fan base in the country. After hours and hours of hitting the weight room, practicing and watching film, there is nothing more rewarding than seeing all our hard work come together and the excitement and energy that the fans bring to the stadium.

TP: What’s next for you and what advice do you have for people who are wanting to try something different in their life?

DJ: I am going to take football as far as I can, starting with the extra year of eligibility we received due to the pandemic. My whole life has been full of moments where I just take a leap of faith to see what is possible, and it has worked out well so far. There’s no reason why others can’t pursue their dreams by just going for it. I would tell someone to at least give themselves a chance by putting their foot forward and seeing what happens. Even if you do get rejected at first, instead of looking at it as a failure, you have to view it as an opportunity to try again.

TP: On June 30, 2021, the NCAA introduced new opportunities for athletes by announcing that they will be able to benefit from their name, image and likeness. What are your thoughts on the NIL partnership for college athletes?

DJ: I think it’s a great opportunity for athletes to expand their brand and capitalize on the hard work they have put in to reach this level. As soon as the news broke, I thought, “hell yes!”

NIL partnerships give us athletes an opportunity to partner with brands that align with our values and interests, and we have the chance to express ourselves and achieve a bigger purpose. I’m going to enjoy this process and try to raise as much money as we can for Folds of Honor by playing great football with my teammates this season. Go Big Red!

To learn more about Twin Peaks Restaurant, visit twinpeaksrestaurant.com.