Nostalgia differs from generation to generation. A boomer probably isn’t going to be sent down memory lane for the same reasons as a millennial. However, if a company can offer a product or an experience that brings a surge of joyful optimism and remembrance of better days, it’s going to bring in revenue from its targeted demographic.

Believe it or not, Hooters has been around for 40 years. If you were of drinking age when the first restaurant was built in Clearwater, Florida, that puts you close to retirement age. It also means when you were young, the drinking laws were much more lenient — “zero tolerance” laws didn’t exist before the ’90s. All of this contributes to the chain evoking positive “glory days” memories, which make older customers feel a potent nostalgic twinge. Another reason this strategy works relies more on the servers than the restaurant: Older generations tend to tip better. That makes these locations great for the workers and the customers.

On the other hand, Twin Peaks is employing a different business strategy. Instead of targeting older customers, this much younger franchise (founded in 2005) is focusing on atmosphere, quality food, and overall customer experience. This plan seems to be working, as Twin Peaks expects to double its footprint over the next five years.