RISE - Menu Monitor

Hooters
Headquarters
1815 The Exchange, Atlanta, Georgia 30339 USA
Tel: (770)951-2040 Fax: (770)618-7032
www.hooters.com
Ownership: Private
Segment: Full Service Varied Menu
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 915,000 885,000 834,000
Company-owned ($000) 240,000 230,000 231,000
Franchised ($000) 675,000 655,000 603,000
U.S. Number of Units 381 367 354
Company-owned 120 115 117
Franchised 261 252 237
International Sales ($000) 85,000 75,000 51,000
International Units 49 41 35
Average Sales/Unit ($000) 2,275 2,250 2,251
Concept Positioning |
Hooters is a chain of full-service casual-dining restaurants specializing in chicken wings. It is known for the “Hooters Girls,”
clad in bright orange short-shorts, who serve as waitresses and hostesses. The privately held chain operates 430 units
worldwide, 261 of which are franchised.
Hooters restaurants are largely freestanding with a lively, casual, beach-style atmosphere. They feature 1950s and 1960s
jukebox music and large televisions tuned to sports broadcasts. The restaurants average 4,500 sq. ft. and seat 180-200
people. Currently there are restaurants nationwide, as well as international restaurants in Argentina, Aruba, Austria, Brazil,
Canada, Chile, England, Guatemala, Mexico, New Zealand, Singapore, Switzerland, Taiwan, Taipei and Venezuela. Takeout
services are available.
Hooters was opened in 1983, in Clearwater, FL by six business partners with no restaurant experience. Hooters of America
acquired the rights to the restaurant concept from its founders in 1985. In 2003, Hooters of America expanded its concept,
starting an airline that services the Southeast United States and Bahamas. Hooters Casino Hotel also operates in Las Vegas
in the former Hotel San Remo Casino and Resort. The property houses a Hooters restaurant, as well as Dan Marino's Fine
Food & Spirits, Pete & Shorty's Tavern and Hooters Beach Club sushi bar.
Menu Positioning |
Hooters is open for lunch and dinner, featuring chicken wings, appetizers, seafood, sandwiches, salads, sides, desserts and
beverages. Its signature items are its chicken wings—served mild, medium, hot, “TMI” or “911.” Another favorite is oysters—36
steamed oysters brought to a table in a galvanized bucket with oyster knife and garlic butter sauce for dipping. Other featured
entrées include steamed clams, shrimp, steak and grouper sandwiches. Sides include fries, beans, potato salad and coleslaw.
Beer and wine are served. Menu prices range from $4.99–$29.99. Checks average $15.
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