F ROM B RESTAURANT T O R ESTAURANT S TEPHAN F RASER B EN A RK.

FROM BRESTAURANT TO

RESTAURANT STEPHAN FRASER

BEN ARK

Brief History of Hooters Founded in October of 1983 in Clearwater

Florida

Currently 430 locations in 27 countries. 160 corporate stores

Current logo uniform same as when first opened

Hooters Girl believed to be the restaurant equivalent to the Dallas Cowboy cheerleader

Women hired to fill the Hooters image

Exploitation of women is no different than the exploitation of other models

“To Hooters, the women’s rights movement is important because it guarantees women have the right to choose their own careers, be it a Supreme Court Justice or a Hooters Girl.”

Selling With Sex Appeal

68% of customers are males between the ages of 25-54

Sales are made up of68% Food28% Beer, wine and spirits4% Merchandise

Current Sales Numbers

Employment Practices

37% Management team and corporate staff are female

Of the 25,000 Hooters employees,17,000 are Hooters Girls

Sponsorships• National Golf Association “Hooters Tour”• Formula One powerboat racing• AMA Motorcycle Team 

Charitable Contributions• The Hooters Community Endowment Fund

(HOO.C.E.F.) • Jimmy V Foundation for Cancer Research• $2 Million Breast Cancer Grant in the name of

Kelly Jo Dowd- Hooters Calendar Cover Girl 1998• Make-A-Wish Foundation• U.S.O.• Operation Homefront $200,000 ‘09• Special Olympics• American Diabetes Associations• Juvenile Diabetes Foundation • Muscular Dystrophy Association

MISSION STATEMENT

• Brand Mission Statement • Our mission is to provide a family of hospitality and

services that achieves excellence and enhances lifestyles of all who come in contact with the Hooters brand.

 • Hooters Restaurant Mission Statement• We are committed to providing an environment of

employee growth and development so that we can provide every guest a unique, entertaining dining experience in a fun and casual atmosphere delivered by attractive, vivacious Hooters Girls while making positive contributions to the communities in which we live.

Safe to say Hooters caters to the male demographic

Not exactly classy

Hooters wants to change their image to get a better share of the market

Where Hooters Stands

THE PLAN…

Focus on contemporary setting and ideals

More diverse and quality menu items

Market towards women and families instead of just men

To be more of a restaurant and less of a gag

THE MARKETING STRATEGY

Slowly roll out new ads on networks with growing female audiences but still are predominately male (ESPN and FOX)

If successful the ads will branch out to a number of other networks in the next year.

Ads have more focus on food and setting rather than just the girls

IS IT A GOOD IDEA?

WORKS CITED • http://bottomline.nbcnews.com/_news/2012/08/03/1

3089412-new-hooters-ads-try-to-lure-women-as-customers?lite

• http://eater.com/archives/2012/08/01/hooters-plans-to-bring-in-women-diners-with-puppets-salads.php

• http://www.youtube.com/watch?feature=endscreen&NR=1&v=VIEentLPJQQ

• CBS News. "Hooters CEO Bobby Brooks Undercover." 15 Feb 2010. CBSNEWS.COM. 6 August 2012 <http://www.cbsnews.com/2100-207_162-6209767.html>.

• Hooters of America. "About Hooters." 2008. Hooters.com. 3 August 2012 <http://www.hooters.com/About.aspx>.

• http://www.undercoverwaitress.com/2012/03/men-sue-hooters-for-sex-discrimination.html#axzz23eEsA0v8

• http://www.thesmokinggun.com/documents/crime/so-you-wanna-be-hooters-girl