I have never been to a Twin Peaks restaurant, but I am from Texas, and I've driven by their locations on our beautiful highways.
Media uproar following the brutal shootout between biker gangs at one of their locations this week is abundant. Much of the anger is aimed toward the restaurant itself.
Now, I'm not here to speak to the idea that the "breastaurant" was negligent during the incident. I was not there, and I don't think many of the pundits were either.
I'm also not here to speak about the merit of the image the restaurant portrays about women and whether that is ethical. There are plenty of people out there doing that already.
What I am here to do is address an article written by the Texas Monthly today.
It's titled, "Twin Peaks' Bad Week Gets Worse With Leaked Internal Memo".
The article criticizes the contents of a leaked memo from the company's brand consultant. Pictured and transcribed below.
Twin Peaks Contagious Brand Strategy
Brand Vision: (Our highest calling)
Daring to create an adventure guys can't live without
Brand Promise: (What we must deliver every day)
To... adventurous, sports-minded, work-hard/play-hard guys-guys who deserve better food, colder beer and love to have their ego stroked by beautiful girls.... (Target)
Twin Peaks (your org)
is the Ultimate Sports Lodge (category)
that feeds their ego with the attention they crave. (benefit)
Brand Personality (Our guests love us because we are...)
- rugged man lodge
- irreverently witty
- playfully attentive
- arrogantly better
Raving Fan Identity: (What our customers would love to say about themselves...)
I am the man... I believe in freedom, bacon, working hard and playing harder.
I like attention from beautiful girls and being recognized in front of the guys. I got game! I deserve to drink cold beer and catch the game without being asked what I'm thinking. Now get me a beer... pretty please?
Let's take a step back from the biker gangs and scantilly clad women issues for just a moment and consider the document on its own merit.
What we are looking at is an example of a thoughtfully crafted and well-rounded marketing persona.
I know guys similar to the one described in the document. I can start naming them off. Depending on where you live in the country, you probably can too.
An example of a target market might be "Truck driving males who live in Fort Worth, Texas between 18 and 54." But that wouldn't get to the heart of what Twin Peaks is after.
There may indeed be some overlap, but its not the same group. What makes a message effective is it's place in overlap between target market and marketing persona.
Target market dictates the distribution of your message.
Marketing personas dictate the crafting of your message.
A message carefully crafted for its ideal marketing persona distributed properly to the target market will hit the center of the Venn diagram.
See this video from the Twin Peaks website. When watching, think about their persona. Would it appeal to the guys they describe?
My guess is, "Yes."
Could this persona strategy have something to do with the chain's success? Just a week prior to the incident they were recognized for their business success. They were noted by CNBC as the "fastest growing member of the "breastaurant" restaurant category of chains that prove sex appeal can help drive meal appeal."
Say what you will about Twin Peaks and other restaurants like it, but they know their customer. They know what he wants, and they seek to deliver just that in their brand promise and in their dining experiences. Can you say the same?