Hooters has evolved over the years and is aggressively growing worldwide, so we decided to catch up with Mark Whittle, Chief Development Officer for Hooters, to get the latest and greatest about the iconic brand.
What’s the recipe which has made Hooters America’s best-known restaurant?
The combination of great food, an inviting atmosphere, and our world-famous Hooters Girls is the secret recipe for Hooters success. We continually evolve, whether it’s adding new menu items or updating the look of our restaurants, which will also become part of the success DNA for Hooters.
Who are your customers?
We have a very diverse customer base that includes young and old, male and female, children and families. Of course, over the years, scores of celebrities have made the trek into many Hooters restaurants around the world. Our customers choose to frequent Hooters because of our fun and exciting atmosphere, our high quality and diverse menu, the vast selection of cocktails and other drinks, the impactful AV systems in our new restaurants for sports viewing, and of course to enjoy the world class hospitality from our Hooters Girls.
What is their average spend?
Hooters has food that people crave and drinks they love, at prices that won’t break the bank. Our average check is just under $17 USD per person.
How big is Hooters right now?
Currently, we have a total of 434 restaurants around the globe. There are 197 corporate locations in the United States, as well as 151 domestic franchise locations. In addition Hooters has 86 restaurants outside of the United States in Europe, South Africa, Russia, Central and Latin America, Australia, and Asia.
Why is this an exciting time for Hooters?
With over 110 commitments for future franchise development around the world, Hooters is poised to rapidly accelerate its growth. In fact, Hooters has more than doubled the space of its corporate new restaurant openings in the US and expects to open over twenty (20) franchise locations around the world in 2017. We are building new restaurants in existing markets, but are also opening up Hooters in brand new countries as well, such as Lithuania, Cambodia, Bolivia, Indonesia, and Spain in 2017.
How did it all begin?
In 1983 on April Fool’s Day, six businessmen, known as the “Hooters Six,” created the concept of Hooters in Clearwater, Florida. After finding the perfect Hooters Girl, Lynne Austin, at a Jose Cuervo bikini contest and a sketch of the logo completed by one of the wives of the Hooters Six, the concept began to take shape. Expectations were so modest at the time that the simple fact the doors opened was deemed worthy of a toast. Since then millions have been liberated from the ordinary at this “neighborhood restaurant” concept. Hooters stresses great food and beverages, a relaxed atmosphere with guest-obsessed service, distinctive curb appeal, and, of course, the world-famous Hooters Girls. These elements combine to make Hooters the place for all types of people: celebrities, sports figures, and anyone who enjoys food and FUN!
When did you start franchising?
Although Hooters first opened in 1983 the first franchise opened later, in 1986.
How many franchised outlets do you have and where are they?
Hooters currently has 237 franchise locations, including 151 in the United States and 86 in other countries. Currently operating in 28 countries, Hooters has locations in many key markets around the globe, including restaurants throughout Europe, South Africa, Russia, Australia, China, and North, Central, and South America.
Which areas do you want to expand to in the future?
Hooters will continue to expand in its current markets, but is also excited to grow new markets as well with the right franchise partners. Key markets for new franchisee recruitment include Europe, the United Kingdom, South Africa, Australia, China, New Zealand, Korea, Brazil, Chile, Peru, Puerto Rico, and the Caribbean.
What makes Hooters a great opportunity for franchisees?
There are multiple factors that make Hooters a great franchise opportunity, including our world-renowned brand recognition, uniquely differentiated guest experience, high quality and diverse menu with full bar, world famous Hooters Girls hospitality, and compelling unit level economics.
One of the great things about selling this concept is that you never have to overcome a brand-awareness hurdle. Whether here in the U.S. or abroad, everyone knows Hooters and most people have a genuine fondness for the brand.
What do you look for in a multi-unit franchisee?
There are a few key traits that Hooters looks for in a potential franchisee candidate, including strong financial capitalization, five or more years of restaurant experience, and knowledge of the market to be developed. We want our associates and our franchisees to be passionate about the business and the concept, and to have a desire to be with people. This is a people business and we happen to sell food. Introverts don’t seem to be successful, or, if you’re an introvert by nature, you need to have the outgoing sort of people working with you. If Warren Buffett called me tomorrow, the first question I’d ask him is ‘Who is going to operate the restaurant?’ and if he couldn’t give me an answer, I’d ask him to get an operations partner secured, then we could talk about Hooters.
What is an ideal site for a restaurant?
In terms of markets, Hooters is predominantly looking at places with populations of at least 100,000 or 125,000 with an upper-middle income base, a high preponderance of daytime activity and a strong residential base surrounding the site. In addition, Hooters prefers sites that are within close proximity to regional shopping, cinemas and/or sports arenas to help drive evening and late night traffic. Some of the most successful Hooters restaurants are located in the hearts of large downtown areas.
What can you offer in franchise support at Hooters?
Hooters is proud of its commitment to franchisee support, and this support covers all aspects of the business from initial site selection, design and construction assistance, operational training, long term business development support, and marketing and menu guidance and support!
Name of Franchise: Hooters of America
Established: 1983
Number of franchised outlets: 237
Location of units: Worldwide
Investment Range: 1.5M – 3M USD
Minimum required capital: 1.5M USD
URL: franchising@hooters.com
Contact: www.hooters.com/franchising or (770) 799-2258
