SURVEY RESULTS

   We have carefully analyzed the results of the survey which took place on March 21th. We mostly needed the information from Russian people, using the information from other participants for comparison. Primarily the survey was set to investigate the following: whether the women in Russia would be willing to visit Hooters and what do men think about going with women. We also needed some hints about people's prioritites (food or atmosphere) and about pricing.

Surveyed: 12 men (6 - Russia, 6 - other countries), 17 women (15 - Russia, 2 - other countries).
Average age: 23
Income: low (students) or middle
Socical characteristics:  active life-style, communicative, educated, love travelling.

1. Do you think you would go to Hooters? (yes, no, don't know)

Male: We've got only 1 negative answer from non-russian participant, others chose yes(8) and don't know (3).

Female: "yes", "no" and "don't know" are 6/6/5 respectively.

2. Reasons for visiting Hooters (food, friends and sports for men, food and friends for women).

Male:  10 votes for having fun with friends, 5 for food and 4 for watching sports. (Other suggestions were to flirt with the Hooters-girls and to drink beer)

Female: Only 5 women out of 17 chose eating as a primary goal of visiting Hooters, 11 chose spending time with friends. Other variants: parties.

3. With whom to visit Hooters? (boyfriend/girlfriend, company of friends)

Male: only 2 men out of 12 decided to take their girlfriends with them. 10 preferred not to.

Female: 4 women out of 17 chose boyfrined as the right company to visit Hooters. Others preferred to visit with friends (if to visit at all).

4. How much to spend on dinner? (for male only)

Only a few (2) people (Russian) agreed to pay more than 700 roubles for a decent dinner.


General conclusion:
Women in Russia are not eager to visit a restaurant like Hooters. Only 6 out of 17 answered affirmative to the first question. But even if the women agree to visit such a place, they are not willing to come with their boyfriends. The women prefer to visit such restaurants with friends and for the purpose of good time spending, not food or anything else.

This perception might be difficult to change, and the question is - should it even be changed at all. There was a campaign in USA which targeted specifiaclly men WITHOUT women. Most probably Hooters in Russia would target men, and of course would welcome women, but not market the restaurant for them specifically (only as a part of our target groups (new segmentation - coming soon)).

Men in Russia do not want to take their girlfriends to restaurants like Hooters, but are mostly willing to visit it themselves. Spending time with friends is the top priority, but having good dinner and watching sports is also important. The Hooters-girl image is assumed to be an extra-benefit for the restaurant rather than the reason for a visit.
However, we were discouraged to learn that only the few men were ready to pay more than 700 roubles for dinner. Our prices can't be lower than that (information on pricing coming soon), and our competitors charge even more than that. We might have chosen the wrong segment for our restaurant, and that was one of the reasons we restructured all our segmentation. Now it is more psychological rather than demographical as before.