TARGET GROUP INTERNATIONALLY

Global Objective:
    Hooters characterizes itself as a neighborhood place, not a typical family restaurant. Sixty-eight percent of customers are male, most between the ages of 25-54. Hooters does not market itself to families, but they do patronize the restaurants. Ten percent of the parties we serve have children in them. Hooters is in the hospitality business and provides the best possible service to anyone coming through the door.


Reality:
    Targeted groups differ a lot among several countries where Hooters operates. In the U.S. Hooters targets its main audience – men of different ages. NY Hooters, for example, started a provocative advertising campaign which allows married men receive a special discount. The campaign could be negatively accepted by a lot of wives.



However, 10% of the visitors in the US are families. Some parents take their kids there on their birthdays and the girls sing "I'm a little teapot".










    In Latin America Hooters are associated with sport and parties, probably because of the lifestyle in these countries. Most of Hooters webpages in Latin America are full with hundreds of pictures from different parties and events.


In Europe Hooters has a strong orientation towards male audience. As an example, in Switzerland Hooters is famous for groom wedding-eve parties. The pictures presented on the webpages are more sexually aggressive and the pages have much less information about offers for families.




In Asia hooters targets a large audience of expats and tourists as long as 85% of customers are currently foreigners. The service is made in much more neutral way with much less sexual context. Hooters girls here are university students who speak good English. They are fun, open-minded girls.