Presentation on theme: "F ROM B RESTAURANT T O R ESTAURANT S TEPHAN F RASER B EN A RK."— Presentation transcript:
F ROM B RESTAURANT T O R ESTAURANT S TEPHAN F RASER B EN A RK
Brief History of Hooters Founded in October of 1983 in Clearwater Florida1983 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 womens 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 Sales are made up of 68% Food 28% Beer, wine and spirits 4% 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 17,000
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, Special Olympics American Diabetes Associations Juvenile Diabetes Foundation Muscular Dystrophy Association
M ISSION S TATEMENT 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
T HE P LAN … 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
T HE M ARKETING S TRATEGY Slowly roll out new ads on networks with growing female audiences but still are predominately male (ESPN and FOX)ads If successful the ads will branch out to a number of other networks in the next year.ads Ads have more focus on food and setting rather than just the girls
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W ORKS C ITED 12-new-hooters-ads-try-to-lure-women-as-customers?lite 12-new-hooters-ads-try-to-lure-women-as-customers?lite bring-in-women-diners-with-puppets-salads.php bring-in-women-diners-with-puppets-salads.php 1&v=VIEentLPJQQ 1&v=VIEentLPJQQ CBS News. "Hooters CEO Bobby Brooks Undercover." 15 Feb CBSNEWS.COM. 6 August Hooters of America. "About Hooters." Hooters.com. 3 August hooters-for-sex-discrimination.html#axzz23eEsA0v8 you-wanna-be-hooters-girl