2. Going local
Chains have gotten a bad rap, especially from millennials, so the Twin Peaks breastaurant concept is going local with its marketing plans for the new year. “We’re trying to create a local environment for all of our restaurants,” said the chain’s director of marketing, Destinee Rollins, adding that Twin Peaks works with the highest-rated sports radio stations in each of its markets to build buzz. The chain also has 84 separate Facebook and Instagram pages, one for each restaurant, with a cadre of corporate marketing coordinators to oversee the messaging.