‘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

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves

Lexus gets Maclean’s cover treatment

Automaker gets in early on cover/table of contents offering

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors