Stores will employ both men and women, and nix the revealing dress code.
Nord Bay Capital and TriArtisan Capital Advisors, the two private equity firms that acquired Hooters of America, are looking to take the franchise in a new direction. The first location of this concept, Hoots, opened in the Chicago suburbs two years ago as a counter service-only restaurant serving up some of Hooters most popular items. Servers at Hoots, both men and women, are not required to wear the signature orange hot pants and low-cut tank tops.
The company, thus far, is excited about what the new concept could bring to the brand. “[Hooters is] pleased with the early results of our new fast-casual concept and plan additional openings later this year,” said Hooters of America CEO Terry Marks in a statement reported by Eater.
“It’s a scenario where you have to rethink the whole thing,” said Joseph Szala to Vox, restaurant rebranding expert. The aesthetic that was once part of Hooters appeal now feels dated and gauche to younger consumers. The limited menu and more casual environment is an effort to appeal to millennials who might not otherwise consider eating at a traditional Hooters.
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