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The Hooters brand is about fun, said chief marketing officer Dave Henninger, and creating a welcoming atmosphere for everybody to watch sporting events and let loose.
"We want to be welcoming to everyone from teenagers, boomers, men, women
everyone should be able to come to Hooters to have a great time," he said.
The one of the company's latest ad spots shows just that: A group of men and women coming to Hooters to dine on salads and crab legs.
The Atlanta-based company is aiming to expand its current customer base by offering a more varied menu and by marketing late-night deals at its more than 400 locations.
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Last year, the company overhauled its brand, expanding the menu and improving service quality. Nation's Restaurant News followed up with Henninger on those initiatives and what's next for the breastaurant brand.
Tell me a bit about Hooters' current marketing strategy.
I think from a marketing perspective probably one of the single biggest ideas we're bringing to bear is this whole idea of "stepping into awesome.' Defining our purpose, why we exist, is probably our biggest single focus this year.
In the past we were so focused on what we did - be it wings, sports, hooters girls, beer. What we started to realize is that when the Hooters girls open those doors and say hello you're entered into this awesome world of awesomeness. It's a chance to...