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Hooters: Fun for the Whole Family
Hooters has never been known as a favorite destination for women and families, but a new marketing rebrand aims to do just that. Replacing dark wood with lighter, contemporary looks, adding patios, freshening the menu with salads and lighter fare, new CEO Terry Marks is aiming to broaden the appeal of the breast-centric dining chain.
Excerpt: " The wall-to-wall dark wood, posters of bikinied Hooters
girls, and tables of titillated guys downing pitchers of beer and making
cracks about the chain’s 'great wings' makes for a decidedly frat house
vibe. Yet Chief Executive Officer Terry Marks’s makeover of the
ultimate guys’ place depends heavily on paying more attention to its
core customers’ wives and girlfriends.
Marks, a former Coca-Cola (KO)
bottling executive hired last year to redo the chain, wants to remove
the Hooters stigma so men aren’t embarrassed to put a visit to the chain
on their expense accounts and women aren’t so quick to veto a meal
there. 'Face it, females are 51 percent of the population,' says John
Gordon, principal at Pacific Management Consulting Group. 'They’ve
enjoyed more employment growth, and you can’t ignore them.'...
Marks has spent much of his 10 months with Hooters improving the menu,
which now touts fresh, not frozen, wings and hamburger patties. The
chain has doubled the number of salads to six, replacing iceberg lettuce
with mixed greens and adding shrimp, spinach, and fresh herbs to give
women and health-conscious men more choices."