HOOTERS

BY :

AN

TH

ON

Y O

L MO

HISTORY

-The first Hooters was founded in 1983 in Clearwater, Florida by six men with no previous restaurant experience.

-The restaurant was incorporated on April 1st also known as April Fools day because the owners main reason for opening the restaurant was to have a place that they couldn’t get kicked out of.

-After many changed in ownerships throughout the following years, Robert H. Brooks and his group of investors bought the pervious owners out.

-In 2002 under Brooks leadership Hooters of America sold franchising rights to the United States and other international locations.

INFORMATION- Founded on the believe that good food,

beer, and woman could attract enough customers to create a profit and sustain business.

-According to the Hooter website there’s over 430 Hooters located in 28 countries, Hooters owns 160 of these stores the rest are franchised

-Due to the recession and new competitors such as Twin Peaks and The Tilted Kilts, Hooters profits dropped from $960 Million in 2008 to $858 million in 2012.

INFORMATION

-Recently launched a new plan to remodel every Hooters restaurant to attract new customers

-Outside the United States is the only place Hooters has seen growth in the past few years

-Lead to the new term of restaurant called “Breastaurant” a restaurant that uses sex appeal

-Target customers are males between the ages of 25-65

-”Delightfully Tacky, Yet Unrefined”

THE HOOTERS GIRL

THE HOOTERS GIRL

-The Hooters Girl has become the global Icon of the Company.

-Sex appeal is the primary component if the companies image.

-Hooters is very strict about what it expects from its waitresses.

-The uniform these girls wear has stayed essentially the same since the start of the restaurant.

- The main goal of the hooters girl is to make the customers experience enjoyable enough to come back

- The hooters girls have become so popular swimsuit pageants, calendars, and even its own airline which cost the company about $40 million

- http://www.hooters.com/HootersGirls/WTBmakeup.aspx

PROBLEMS- COMPETITION

- Very few restaurant businesses last to be 30 years old so its ancient by business terms

- While Hooters has been gradually decreasing in value over the more recent years, new competition like The Tilted Kilt (94 locations) and Twin Peaks (38 locations) have been rapidly expanding.

- These new restaurants are seen as new alternatives to the old hooters restaurants

- In 2011 Hooters executives left the company to start a Twin Peaks franchise group resulting in lawsuits by Hooters suing the executives for stealing secrets and management documents.

COMPETITION

T I LT E D K I LT

T W I N P E A K S

PROBLEMS-IMAGE-One of the bigger problems Hooters now faces is its image.

Most of Hooters customers are of the older generation that constantly return. The main focus now of Hooters is to draw in the younger generation without upsetting its past customers. Some people like tradition and are against change.

-In the past Hooters has mainly marketed themselves as all about the girls and a place for men to eat wings and drink beer.

-By manly focusing on the men of the world that eliminates up to 50% of the potential market.

-Many potential customers have problems with the name of the company, the uniform, the environment, and the food.

IMAGE CONTINUED

-In order to become more modern to compete with newer restaurants, Hooters recently launched an entire restaurant renovation. They added more windows to buildings and renovated some stores that hadn’t been fixed up since they opened, added outdoor dinning, reinvented the menu with fresher foods, and changed the logo for the first time in 30 years.

INTERNATIONAL EXPANSION

-Hooters has been rapidly expanding internationally in the past ten years.

-Hooters of America just recently entered an international franchisee agreement to open three Hooters locations in Thailand over the next three years. The overall growth plans include to develop more than 150 new Hooters locations worldwide over the next five years.

EXPANSION

• Hooters takes the believe that the concept of America will thrive in certain foreign countries that basically love anything American and strategic about where they allow restaurants.

• Makes very few adjustments to stores to keep that American Taste

• Hooters girls undergo the same training that they would in America

• The main market for more conservatives nations is instead of come see the hooters girls its come see an American restaurant.

LIMITATIONS

• Due to strict believe about how Hooters should be Americanized you won’t see a Hooters in any countries that are hostile towards American ways such as Iran, Saudi Arabia, and Egypt.

• It takes longer to train Hooters Girls in more conservative nations to have them warm up to the idea of wearing the outfit, initiating contact, and having the typical hooters girls weighting staff behavior.

• Slight changes are made to the menu, featuring more steak, ribs, seafood, and salad in certain areas

• Cultural Differences faced is they change up all the sports specials featuring more soccer, water polo, and rugby Nations outside the United States.

http://www.bloomberg.com/video/busty-business-hooters-international-branding-7ymlwzP5R6OUDoTqqkClqA.html