‘Breastaurant’ pioneer to court female customers

Will female customers suddenly start flocking to Hooters if it freshens up its musty man-cave decor and offers non-iceberg-lettuce salads? Terry Marks, the new chief executive of the 29-year-old “breastaurant” pioneer, is banking on it as he revamps the chain, which has 430 locations internationally. Four years of declining sales and an influx of competition […]

Will female customers suddenly start flocking to Hooters if it freshens up its musty man-cave decor and offers non-iceberg-lettuce salads?

Terry Marks, the new chief executive of the 29-year-old “breastaurant” pioneer, is banking on it as he revamps the chain, which has 430 locations internationally.

Four years of declining sales and an influx of competition from the likes of Tilted Kilt and Twin Peaks have Hooters running scared. Marks, formerly of Coca-Cola, plans to woo an untapped base: women, who now comprise one-third of customers. The lure: more contemporary decor, a fresher menu, bigger windows and patios.

But Marks isn’t tampering with the look of the servers who give the chain its cringe-inducing name: their tank tops, tight orange shorts and shiny pantyhose will stay. Some things remain sacred. “There’s an opportunity to broaden the net without putting wool sweaters on the Hooters girls,” Marks told Bloomberg News.

This story originally appeared on Macleans.ca.

Brands Articles

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Taco Bell Canada keeps rewarding the social savvy

Campaign raises awareness of the Doritos Cheesy Gordita Crunch arrival in Canada

Millennial employees aren’t really that different

Despite the stereotype, this cohort wants what their parents wanted

What effect did Canada have on Target’s bottom line?

A 4Q loss on Canada pullout, but U.S. shows sales gain

Sears Canada revenue, same-store sales drop

Asset writedown contributes to loss

Can Canada Goose avoid the popularity trap?

Will the luxury brand survive its success?

Class-action settlement spawns national film noir campaign

Brad pitches provincial judges on work to get Canadians their cash settlements