ATLANTA (USA TODAY) -- As if middle age isn't tough enough for regular
folks, for Hooters, where every wrinkle counts and every blemish is
magnified - it's agonizing.
The chain renowned for its
perky, shapely waitresses attired in skimpy orange shorts and
slightly-too-tight and extra-low-cut white T-shirts, turns 30 this year.
The good news: Only a tiny fraction of restaurants ever make
it to 30. The bad news: Hooters is showing every one of its 30 years
in an industry where three decades isn't just old - it's ancient.
by gobs of new competitors and a multiyear same-store-sales decline
that only recently began to improve, the chain that inarguably invented
the $2 billion "breastaurant" category is desperate to re-create itself
as something other than a fading relic of the 1980s. Which may explain
why Hooters is about to do the unthinkable: It's going to mess around
with its iconic uniforms - and let its social media-adoring public have a
say in the new duds.
It's also going to redesign its 420
restaurants in 28 countries to look brighter, It's even turning its menu
upside down. No more frozen chicken wings and burgers: all fresh.
And, for the first time in Hooters history, it's even started to serve
USA TODAY was exclusively invited inside by
Hooters to take an early look at the planned changes and to visit its
recently renovated store in downtown Atlanta which looks very
un-Hooters-like with its wide-open outdoor dining area and its
"Our goal isn't just to survive
middle age, it's to prosper," says Terry Marks, the former Coca-Cola
Enterprises senior executive and former CEO of The Pantry convenience
store chain, who was recruited by a headhunter about a year ago to fix
Hooters. "That requires doing the basics right." That means better
food and cleaner, jazzier-looking stores.
None of this will be
easy - or cheap. And there are doubters. "Hooters has been dead in the
water for a long time," says restaurant researcher Malcolm Knapp. "It
went basically un-managed for years."
Perhaps there's some irony
in the fact that in 1983, the very year that Sally Ride became the first
American woman in space, Hooters was incorporated by six businessmen
from Clearwater, Fla. It was sold about a year later to businessman
Robert Brooks, who was CEO until he died in 2006. His son, Coby, took
over as CEO of the privately held company and a long struggle for
About two years ago, Hooters of America was bought by a
consortium of private investors - with H.I.G. Capital having controlling
interest. Then, about 18 months ago, it hired Marks to bring Hooters
back to life. He's had at least modest success. In 2012, for the first
time in six years, its annual same-store sales finally rose - albeit a
Even then, industry analysts are concerned.
"Hooters is bringing the growth rate down for the whole category," says
Darren Tristano, executive vice president at the research firm
Technomic. The breastaurant category is growing at a double-digit rate,
while Hooters' sales have mostly fallen for five of the past six years.
During that time, it closed about 50 restaurants while competitors,
such as Twin Peaks and Tilted Kilt, were opening stores at a furious
But some experts says it's too early to count out Hooters.
"They're still the granddaddy of the category," says Ron Ruggless, Southwest bureau chief at the trade publication Nation's Restaurant News. "They can't be discounted."
Hooters is going to fix it all, insists Marks. Here's how:
FIXING THE UNIFORMS
uniforms are about to enter the 21st century. The only two things
certain to stay the same: The shorts will remain neon orange, and the
T-shirts will stay white. But everything else is in play, from the cut of the shorts to the shapes of the shirts to the design of the iconic owl, Hootie.
element on the uniform is on the table," except for the colors, says
Ericka Whitaker, global brand manager for the Hooters girls, who
oversees the look of all 20,000 Hooters girls. Among the changes being
considered: adding belts; killing the panty hose and familiar baggy,
white socks, and even making the shorts look more skirt-like.
Ultimately, there will be a social media element to the uniform update
where Hooters fans and foes - there are plenty of both - may be able to
cast their votes on the redesign.
"It's the most distinctive
uniform in the restaurant industry," says the the 52-year-old Marks.
"We want the consumer to be engaged in the process."
But 23-year-old "Sam" Arena, a Hooters waitress in Atlanta, hopes it doesn't change too much.
says just putting on the iconic outfit not only changes her appearance,
but her attitude. "People tell me I walk a little different when I have
One customer doesn't want Hooters to change a thing - not
the food, décor or the uniform. "I enjoy the uniform as it is," says
Antwan Matthews, a 37-year-old federal employee from Atlanta.
FIXING THE FOOD
earlier this year, some Hooters restaurants were still selling frozen
chicken wings and frozen burgers patties. And the only salad you could
get was a tiny side salad.
Then, last June, the chain started
getting serious about fixing the food. It brought in Gregg Brickman as
its new executive chef and director of product development. Brickman
has some serious fine-dining background, formerly a regional executive
chef with Wolfgang Puck catering and a former sous chef at one of Puck's
premier restaurants, Spago.
"When I first got here," he says,
shaking his head while taking a reporter into the kitchen of the Atlanta
location, the most commonly-used kitchen tool "was a scissors - to open
Besides the five new entrée salads he's already added, he
also hopes to soon add sautéed mushrooms; seasonal fresh Maine lobster
rolls and new late-night and value lunch menus.
FIXING THE LOOK
Among Hooters' most critical goals: remodel every restaurant.
will include new Millennial-targeted technologies with far superior AV
systems for sports enthusiasts, says Marks. Many stores will offer more
windows and outdoor dining. Most will re-do the bar area as islands.
And seat backs and cushions will be added onto bar stools.
The first ground-up new Hooters, with the complete new look, is scheduled to open in mid-June in New Orleans.
FIXING THE NAME
pop culture guru says Hooters' biggest problem isn't the food, store
design or uniforms. It's the name. "For many people, the name Hooters is
tantamount to a stop sign," says Robert Thompson, professor of pop
culture at Syracuse University. So, he says, the names needs an update
most of all.
Except of course, says Marks, the odds of that happening are "less than zero."
mind that the name was snatched from a late-night skit more than three
decades ago by comic Steve Martin. During the skit, in which Martin
invents new names for things, he suggests that a better name for breasts
would be "hooters." Little did he suspect, someone would turn around
and open a racy restaurant chain by that name.
When Marks first
tells people that he works for Hooters, he says, "the instant reaction
is a smile - a guilty smile," he says. "You would pay anything for that
as a brand marketer."
FIXING THE FUTURE
What's next for Hooters?
another airline, that's for sure, says Marks, who notes the
ill-conceived venture of Hooters Air cost the company about $40 million.
That was a mighty expensive distraction, he says. Only after the
chain is back on its feet, he says, would he look into new licensing
deals. Among them: a "Hooters Girls" reality TV show. "We get approached
on that all the time," he says.
In the end, Hooters must get back
to doing the what it does best, "wings, beer and friends," says
marketing chief Dave Henninger. "Our strategy may have wavered over
Hooters is trying to get back into fighting shape. And just
maybe that will help it make more female customers, like Tayler
Williams, feel welcome.
She's a 25-year-old psychology student
from Birmingham, Ala., who insists, she's not embarrassed at all to be
seen eating at Hooters. And she doesn't just come for the wings. "I
come to Hooters," she smirks, while closely surveying the surroundings,
"because men come to Hooters."