The most iconic breastaurant brand in the US is looking for new ways to drive sales.
On Monday, Hooters announced that it is selling party packs of 50 and 100 wings for Super Bowl Sunday. For every to-go order of wings customers purchase before February 7, Hooters is awarding $5 off a future purchase of $15 or more.
“Hooters has always been the go-to destination for the Big Game, and those hosting epic viewing parties at home know that serving Hooters Wings To-Go is a win-win for the whole party,” Carl Sweat, Hooters chief marketing officer, said in a statement.
Hooters’ to-go deal represents a departure from the brand’s most famous attribute — the iconic Hooters Girls who serve as waitresses in restaurants. However, the to-go business is more economically efficient than Hooters’ traditional model.
Speedy fast-casual options such as Chipotle, Panera Bread, and Five Guys have drawn customers away from the casual-dining sector in recent years.
Chains such as Wingstop have proven the value of a takeout-centric model, as opposed to Hooters and Buffalo Wild Wings’ sit-down style. Since 75% of Wingstop’s business is takeout, the chain can keep restaurants small, minimise costs, and boost online orders.
Meanwhile, Hooters is primarily a sit-down restaurant, with the unique draw of young female waitresses in skimpy outfits.
Unfortunately for Hooters, that draw is becoming less unique, as fresher concepts such as the Celtic-themed Tilted Kilt and other “breastaurant” rivals expand. These competitors offer broader menus, and have succeeded in attracting younger customers — unlike Hooters.
As a result, Hooters’ sales have stagnated in recent years. The chain is shrinking in the US, with the total number of locations in the country dropping by nearly 7% from 2012 to 2015.
Hooters is currently working hard to refresh its brand, debuting a new, modern restaurant design last April. The company is also increasingly looking outside of the US for growth, with plans to open more than 30 restaurants in Southeast Asia in the next six years.
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