‘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

Inside The Brick’s branding rethink

Retailer replaces "Nobody Beats The Brick" tagline with "Saving You More"

Kraft Dinner eliminating synthetic colours

Kraft brand in Canada to eliminate synthetic colours by the end of 2016

DavidsTea launches beauty line

Tea-infused beauty products available across Canada and the U.S

Cirque du Soleil sells majority stake to U.S. equity firm

Founder Guy Laliberte will continue to provide strategic and creative input

Clif Bar CEO on how intuition can trump focus groups

And, what Canadians are looking for in healthy foods today

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment