Hooters is Much More Than Sexy Girls
2/6/2005 6:23:46 PM by MIKE PETROVSKY
With an airline service up, running and expanding, hotels and a planned high-profile casino to be the first one visitors see on their way into Las Vegas from the airport, Hooters has become much more than a restaurant/ sports bar chain with wellendowed waitresses in tight-fitting shorts and T-shirts.
Yet there are many men out there who would ask rhetorically, "Aren't restaurants/sports bars featuring beautiful waitresses in tight-fitting shorts and T-shirts enough?"
Well, yes.
The folks at Hooters of America Inc. haven't forgotten what side of the shell their buttered oysters are on. Sure, Hooters Girls better resemble the hottie next door or maybe down the road a ways than the latest cover girl, super model or centerfold. But, to Billy Bob and Bubba who just managed to get one to sign their Buffalowing- stained souvenir T-shirts, they might as well be.
Flying Hooters Air? Don't expect to get a direct flight from Miami to New York, or from Tampa to Philadelphia, for that matter. But, you can fly direct from Clearwater to Allentown, Pa. -- close enough for Billy Bob, who might say, "Hey, I'm payin' good money to fly on this here plane and I don't wanna see none of that no frills, cost-cuttin' I here goin' on."
Well, rest assured, Billy Bob, on discount-priced Hooters Air, which is run more like a charter service, you'll get that complimentary "sammich an' tater chips" and a choice of non-alcoholic beverages to wash it down, which is now missing from the much larger airlines.
"We're for the blue-collar common man, the everyman," is how Hooters marketing vice president Mike McNeil put it.
Like many other large companies, Hooters dabbles in sports marketing -- that is, if you call bass fishing, fresh-water powerboat racing and, yes, stock car and drag racing sports -- and, by the way, Bubba and Billy Bob do.
To be fair, Hooters also has its corporate hand in professional golf. Yet McNeil, who has a master's degree in business administration from Vanderbilt University, says Hooters doesn't approach sports marketing like other companies. It does not just throw money at a player or team willing to display its logo. Hooters prefers to own the team outright and looks at sports marketing as an investment. Such is the case with its fresh-water powerboat racing team.
In describing Hooters' sports marketing approach, McNeil defers to Miami Dolphins owner Wayne Huizenga, who probably doesnt make much money from the Dolphins; he may even be losing it. But, Huizenga is building equity. And, as McNeil says, think about how much profit the Dolphin owner will make if he sells the team.
But, enough about business. Time now to go back to the subject of the Hooters Girls. And, what could be better than a restaurant full of pretty waitresses in tight Tshirts and shorts?
One hundred and nine Hooters Girls competing in the ninth annual Hooters International Swimsuit Pageant, that's what.
The pageant was held last summer before a sold-out crowd at the Jackie Gleason Theater and Convention Center in Miami Beach.
Yes, sadly, we missed it, too.
McNeil, interviewed in a story on the company's website, says the judges, "look for beauty, stage presence and what they believe would be the best Hooters Girl that would represent Hooters and be a spokesperson for that year."
For our purposes, Wave asked McNeil about Hooters, its waitresses and the company's involvement in water-related activities.
Q.
Like just about every guy I know, I've been to a Hooters restaurant. All the girls look great. What criteria do you use to whittle down the company's estimated 15,000 waitresses from its 400 restaurants worldwide?
A.
There are store-level contests and in some cases regional ones that help us get down to the International finalist. It is a really big deal for the girls to get selected to come. It is far more selective than the Miss America process where girls are really only competing against 50 or so girls per state.
Q.
On the Hooters website, we discovered there's more to Hooters Girls than their looks. They take part in Habitat for Humanity, for example. Does Hooters encourage its waitresses to do volunteer work?
A.
As Hooters Girls they get the chance to participate in a lot of community and charity events. They seem to enjoy this part of the job.
On Aug. 23, Hooters Girls, cooks and managers from nearby locations joined Habitat for Humanity volunteers to help build a housing development in Spenser, Okla.
The staff volunteered for hours to aid in building the development that will provide homes for 20 families and have a community park. Hooters is involved with charities and organizations nationwide through HOO.C.E.F, or the Hooters Community Endowment Fund.
The fund was started in 1992 and has raised and contributed more than $8 million to major nonprofit organizations.
Q.
Hooters girls look great in swimsuits. What are some of their favorite water-related activities?
A.
Sun bathing.
Q.
How did Hooters get involved in bass fishing and sponsoring professional angler Brad Wall?
A.
Brad is the cousin of Coby Brooks' wife. Coby is the president of Hooters of America. Brad wanted to pursue his personal dream of being a professional angler and Hooters is helping him in that effort.
Q.
Fresh-water powerboat racing seems like an obscure sport. How did Hooters get involved in that?
A.
Lee Ramsey is our chief corporate pilot and it is a sport that he is very involved in. Lee brought the powerboat opportunities to Hooters many years ago. Lee's teams are very competitive and have many championships through the years.
Q.
Has Hooters seen any direct benefits -- in terms of more restaurant customers and, now, airline passengers -- from sponsoring water-related sports and activities?
A.
It is really impossible to measure something like this. Hooters enjoys a brand awareness that is many times greater than our actual market share. It is the sum of many efforts including the water-related sponsorships that has created this top of mind position.
Q.
If you didn't join Hooters 15 years ago, what do you think you would be doing now and would you like it as much?
A.
I have no idea. I just consider myself lucky to have found such a great career. I have people tell me all the time I have the best job in the world. I don't argue with them. (Note: McNeil, who had been involved in restaurant management since 1982, responded to an ad in the trade publication National Restaurant News to get the job.)
Q.
The Gulf Coast tragedy has affected us all. Does Hooters intend to rebuild its restaurants that were destroyed in Hurricane Katrina and were there any uplifting, positive stories following the disaster involving Hooters and its employees you would like to share?
A.
We will rebuild and Hooters is involved in many efforts particularly with the Red Cross to assist in the disaster relief. The best indication of how big the heart of Hooters is was that the day after the hurricane my phone and computer were slammed with employees and franchisees calling to say "what are we going to do and how can we help." The fact that everyone's first instinct is a selfless one says a lot about our people.
Hooters of America Inc. is the franchiser and operator of more than 400 Hooters restaurants in 46 states and 16 foreign countries. The first Hooters opened in 1983 in Clearwater. Hooters is well known for its brand of food and fun, with a casual beach-theme atmosphere, a menu that has seafood, sandwiches and Hooters signature chicken wings, and service provided by what the company calls "the All-American cheerleaders, the Hooters Girls."