Twin Peaks Selected Twelve Brand Ambassadors
The restaurant chain has launched its inaugural ambassador program following a competitive national voting process.
Updated on Oct. 7, 2026 in Food and Drink
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Twin Peaks has selected 12 employees to serve as inaugural brand ambassadors for its new Peaks Elite program. These representatives were chosen from a pool of over 200 applicants following a national campaign that generated more than 139,000 public votes.
Why it matters
The company established the initiative to recognize top-performing staff and invest in their professional growth. By highlighting these employees, the brand aims to bolster its internal culture while integrating team members into its national marketing strategy.
The selection process spanned 11 restaurant locations across seven states, drawing over 139,000 total votes. The program serves as a pilot initiative for the brand's 115 total locations.
The players
Twin Peaks
This restaurant chain operates 115 locations across the United States and Mexico and is headquartered in Lewisville, Texas.
The details
The Peaks Elite program provides selected staff with media training, content creation coaching, and leadership development. Ambassadors will feature in marketing campaigns throughout the coming year and participate in the company's annual Higher Altitude conference.
Timeline
Aug. 21 – Sept. 13, 2026: Public fan voting occurred.
October 2026: The program officially launches with photoshoots and workshops.
Next 12 months: Ambassadors will participate in brand activations.
Industry Dynamics
This move aligns with a broader industry trend of prioritizing internal employee advocacy to drive authentic brand connection. It marks a shift for restaurant chains seeking to leverage their own staff as the primary faces of their national marketing campaigns.
Customers can expect to see these selected employees featured in the brand's marketing campaigns and social media content over the next year. This initiative may lead to more interactive engagement opportunities for restaurant guests during future promotional events.
The takeaway
Empowering front-line employees to act as official brand ambassadors can effectively humanize a national chain's digital presence. Brands looking to replicate this success should ensure their selection process remains transparent and highly interactive for their customer base.
Further reading
For more on industry marketing trends, visit the Food and Drink section.
More information
Learn more about the Peaks Elite brand ambassador journey on the company's official site.
Live Poll
Do you believe company-sponsored brand ambassador programs are beneficial for employees' long-term careers?
