Ojo Locos Hires Ex Twin Peaks CEO Joe Hummel

Ojos Locos Makes a Bold Leadership Move, Hiring Former Twin Peaks CEO

Ojos Locos Sports Cantina has made a significant play in the leadership stakes, appointing former Twin Peaks CEO Joe Hummel as its new chief executive officer.

The 35-unit Dallas-based sports bar chain also named Clay Mingus- Twin Peaks' former chief legal officer- to the same role at Ojos Locos. Both executives departed Twin Peaks in March 2025 and came aboard Ojos Locos the following month, bringing with them a combined four decades of experience across some of the most prominent names in the sports bar and casual dining space.

It is a high-profile double hire that signals serious intent from a brand that has been quietly building momentum for years.

Who Is Joe Hummel and What Does He Bring to the Table?

Hummel is not a newcomer to the complexities of running a sports bar brand. His career includes an extensive stretch at Twin Peaks, where he and Mingus witnessed and shaped the chain's transformation from a 14-location concept into a 115-unit operation.

After managing the chain's largest franchisee group, the two transitioned to the corporate side in 2017, with Hummel ultimately ascending to the CEO role. Under his leadership, Twin Peaks was taken public earlier last year- a milestone that few restaurant brands achieve and one that underscores the level of operational and strategic experience Hummel brings to his new post.

His appointment at Ojos Locos is a clear statement that the brand is preparing for a new and more ambitious chapter.

Clay Mingus Steps In as Chief Legal Officer

Alongside Hummel's appointment, Ojos Locos has also brought Mingus on board as its chief legal officer, mirroring the role he held at Twin Peaks.

The dual hiring is not a coincidence- Hummel and Mingus have worked in close alignment for years, and their combined experience at both Twin Peaks and Hooters gives Ojos Locos a leadership pairing that understands the specific operational, legal, and cultural dynamics of the sports bar segment from the inside out.

Having two executives who have already built and scaled a brand of this type together reduces the learning curve considerably and gives the organisation a cohesive strategic voice at the top from day one.

Hummel Replaces Co-Founder Rich Hicks After 15 Years at the Helm

The leadership transition sees Hummel step into the shoes of Rich Hicks, who co-founded Ojos Locos back in 2010 and has led the brand through its formative years. Hicks is currently serving as CEO of Pie Tap Pizza Workshop and Reach Hospitality, suggesting his departure from Ojos Locos is part of a broader shift in his professional focus rather than a reflection of any instability within the brand.

Transitioning leadership from a founder to an experienced external executive is always a delicate process, but the groundwork Hicks laid- including consistent sales growth and a loyal customer base- gives Hummel a strong platform to build from rather than a problem to fix.

Strong Recent Performance Sets the Stage for Expansion

Ojos Locos heads into this new leadership era on the back of a genuinely encouraging run of results. According to Technomic data, the brand recorded 7.2% systemwide sales growth in 2025 and opened two new restaurants during the same period. For a 35-unit chain competing in a segment that has faced real turbulence in recent years, those numbers represent meaningful momentum.

The brand's focus on scratch-made Mexican cuisine, its deep connection to the Latin community, and its emphasis on soccer alongside traditional American sports have carved out a distinct identity in a crowded market. With its existing footprint concentrated primarily in the Southwest, Ojos Locos sees significant room to grow both within that region and beyond it.

A Segment Under Pressure- and Why Ojos Locos Stands Apart

The so-called "breastaurant" segment- which includes Hooters, Twin Peaks, HotShots, Bombshells, and Tilted Kilt- has endured a difficult period, with both Hooters and Twin Peaks passing through bankruptcy in recent times.

Against that backdrop, Ojos Locos' consistent performance makes it one of the stronger-positioned brands in the category. Hummel is clearly aware of both the opportunity and the responsibility that comes with leading it. "The brands that stand the test of time are the ones that obsess over the fundamentals," he said in a statement.

"With great food, great hospitality, strong unit-level economics and consistent execution, sustainable growth follows. Ojos Locos already has an incredibly strong foundation and a passionate guest following, and my focus is on helping the brand continue evolving while protecting the things that make it special." It is a philosophy forged through years of hands-on experience- and at Ojos Locos, he will have every opportunity to put it into practice.

Ojos Locos Makes a Bold Leadership Move, Hiring Former Twin Peaks CEO