“We are committed to providing an environment of employee growth and development so that we can provide every guest a unique, entertaining dining experience in a fun and casual atmosphere delivered by attractive, vivacious Hooters Girls while making positive contributions to the communities in which we live” (Hooters Brand Mission Statement, 2007).
Hooters restaurants look similar and provide similar services all over the world. However, there are some differences depending on cultural issues and habits in this or that country, which we are going to observe in this report.
Brand
Global Objective:
Hooters is a restaurant whose waiting staff are primarily young, attractive waitresses usually referred to simply as "Hooter Girls" whose revealing outfits and sex appeal is played up and is a primary component of the company's image.
Reality:
The attitude to the brand is very different. While Australia and Latin America accepted easily the restaurant of American food with emphasis to female attractiveness, in some other countries brand perception changed.
Like with any cross-cultural trend, some things get lost in translation. In Beijing, the name "Hooters" doesn't have the same connotations to the Chinese as it does to Americans. It simply means "owl", which affects the restaurant’s positioning.
In Mexico Hooters faced the challenge of translating its name and sexy image in another culture. On a broader scale, American companies were seen by some as "corrupting Mexican values".
In Canada and UK Hooters faced opposition of feminist organizations. Miss Canada International lost her crown when she became a Hooters Girl. And UK activists achieved the closure of Hooters in Bristol.
However, Hooters is not changing its branding and successfully continues to occupy its specific niche.
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