Alex Sadowsky

Twin Peaks introduced its Lobster Roll B.L.T. in early 2024. Alex Sadowsky, director of culinary, beverage & menu innovation at this sports lodge concept, was not sure how it would play, concerned it might be too much of a stretch for its guests. “We decided to really put it to the test in blue collar, Southern areas of the country, as far from coastal locations as we could get,” says Sadowsky. “We were blown away with the sales that resulted, even exceeding those of our classic chicken wings and tenders during that period. It was incredible to see not only our own staff getting behind the sandwich, but our franchisees caught wind of the test and pushed to bring it into their stores. We had regulars, even oil rig workers in West Texas, coming in and asking for the Lobster Roll after the test had ended.”

The classic New England mayo-based lobster roll served as inspiration for Twin Peaks’ version. “First, it was important to find the correct rolls to use,” says Sadowsky. “We landed on King’s Hawaiian rolls for their sweetness to help set the sandwich apart and accentuate the sweetness of the lobster. The whole ‘B.L.T.’ aspect put a cool twist on the classic sandwich and elevated guest perception. Our Lobster Roll B.L.T. is topped with fresh herbs and served with a charred lemon guests can squeeze on top, bringing out even more flavor.”

Read more Best of Flavor 2024