Global Objective:
Fun and casual. Comfortable atmosphere. Famous Hooters Girls - attractive females with friendly attitudes and table waiting skills.
Reality:
In the US and western countries Hooters is famous for its friendly, cheerful, sexually appealing waitresses.
However, in Asia, for example, in Japan, Hooters emphasizes such restaurant’s qualities as healthiness, friendliness and hospitability, not sex appeal. In Shanghai where overworked and underpaid wait staff are not known for their sweetness, Hooters offers also different approach: courteous, attentive service with a smile.
Hooters Girl Image
Global Objective:The official Hooters policy states that a Hooters girl is to have the look and the attitude of the “all-American, cheerleader, surfer, girl next door.”
Reality:
Hooters Girl Image differs a lot in western and Asian countries. In western countries female sexuality used as a marketing tool, so Hooters girls are the main attraction and asset of the company.
In Asia, on the contrary, Hooters girls look with much less sexual context. Their main goal is to provide friendly service and communicate to customers: foreigners and expats making them feel at home.
Menu
Global Objective:
The menu offered at a Hooters restaurant is divided into ten areas (Hooterstizers/appetizers, salads, chicken wings, seafood, burgers, sandwiches, sides, soups, desserts, and both alcoholic and non-alcoholic beverages). Menu prices and availability of certain menu items vary from location to location depending on actual geographic location, availability of certain products, strategic decisions of franchisees, and cost of certain food/drink items. Menu items range from $3.99 for certain appetizers to $149.99 for the gourmet wing dinner (a bottle of Dom Perignon and twenty wings). Reality:
As for the menu, it really doesn’t change a lot depending on the country. Just sometimes each country franchisee adds one or two additional dishes or drinks.
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