Hofstede model

Russia – and particularly population of large cities - has experienced considerable shift in pattern of national culture and is now more Western economies alike, that is favorable for Hooters. 

In particular this refers to: lowered uncertainty avoidance level (more active and open-minded people, who are more likely to accept new ideas, like Hooters), growing collectivism (more people tend to gather to spend tome together – better for Hooters), decreased paternalism (also more free and open-minded, “self-made men”). 

Nevertheless, it is far from key Western countries in the light of Hofstede’s dimensions, therefore country’s peculiarities cannot be neglected. In particular growing since 2000 power distance level (less confident people). High masculinity level has both consequences: negative (gender inequality) and positive (Hooters girls will not be accused by champions of gender equality and feminism). 

However, the general trends of shifts in national culture are beneficial to Hooters as the cultural environment becomes more favorable for the type of restaurant Hooters is.