Hooters New Business Plan Involves Attracting Women
While Hooters may have invented the ‘breasturant” concept, the beer and wings chain is now losing market share to competitors like the Tilted Kilt and Twin Peaks, which offer more updated decor along with their low-cut blouses.
So to counter this decline Hooters is working to make their restaurants more appealing to women, the 50 percent of the market they have previously ignored.
“Historically the lion’s share [of the brand’s] position was all about the [shapely waitresses],” Hooters’ CMO Dave Henninger told AdvertisingAge. “It’s worked relatively well, but we see ourselves in a bigger place than that.”
But don’t worry, fellows. Hooters isn’t planning on adding waiters with some kind of horrifying banana hammock ensemble or anything like that. Instead they are going to attract the ladies by renovating their franchises and expending their menu to include offerings like salad and more ethnic foods.
So there you have it. According to Hooters women will become more tolerant of their boyfriends and husbands being eye-level in server breasts as long as they can order some lettuce and naan bread. We’re not so sure this is going to work. What do you think?