Hooters of America, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Hooters of America, headquartered in Atlanta, GA, is restaurant chain best known for its hot wings and provocatively dressed servers. The company has restaurants in operation across the U.S. and abroad.
|Main Telephone||(770) 951-2040|
|Main Fax||(770) 618-7032|
Hooters of America, Inc. ContactsContacts (5/9)
|Carl S.||Global Chief Marketing Officer||GA|
Sample of Associated Brands
|Jim P.||Chief Operating Officer||GA|
|Terrance M.||Chief Executive Officer||GA|
|Terri H.||Chief Human Resources Officer||GA|
|Denise W.||Chief Marketing Officer||FL|
|Hooters of America, Inc.||*******|
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Q3 Sports Media Opps: Hooters shifts marketing messaging, increasing digital presence
Subject: TV, sponsorship, outdoor, Millennial-focused marketing
Company: Winmo), Atlanta-based 412-unit “breasturant” chain in the midst of a new strategy implemented last year to turnaround sales, while its rivals continue to soar.
Opportunity: Earlier this year, we told you that Hooters was looking for new ways to drive business that does not involve promoting its famous “Hooters Girls” and instead focuses on its to-go business (more
Earlier this year, Hooters shifted its agency roster and now uses HootClub loyalty mobile app.
As such, look to secure traditional and digital dollars around key sporting events. Center your pitch on the 2016-17 NFL season and digital since Hooters has been delving deeper into digital and mobile initiatives since 2014, including launching the mobile loyalty program. Hooters' CIO Chris Duncan told AdWeek at the time that the purpose was to create a continuous stream of marketing data that could be used in real time across channels.
Target Customers: Hooters is focused on the legal drinking age (LDA)-to boomer-aged male segment, but it has tried to attract women and kids recently, as well. Men make up two-thirds of Hooters' customer base, but it has struggled to reach younger men in comparison to rivals Twin Peaks and Tilted Kilt Pub & Eatery, whose average customer is 36-years-old — nine years younger than the average Hooters customer, according to Business Insider.
Media Spend: According to Kantar Media, Hooters spent $7.4 million on measured media in 2015 – down slightly from $7.7 million in 2014. Around half of 2015′s spend was allocated to broadcast ads, while most of the remainder went to radio and outdoor ads ($3.4 million combined).
National TV Spend: Spot reports that Hooters has not run any national TV spots yet this year, but as the new creative agency gets settled in look for this to change. For the same period last year (Jan. to May 3), Hooters spent $3.1 million on national TV spots (and spent $5.3 million for the full year). See chart for 2015 show targeting (by spend).
Sellers – keep in mind that last year’s national TV spots were deployed in two flights – the first from Feb 28 to April 4 and the second from Aug. 5 to Oct. 6. Therefore, expect a similar set of spots to launch around the start of football season and begin securing dollars now.
Digital Breakdown: As stated above, Hooters has run 47 display, 26 high impact and seven video ads this year (<1% mobile), according to Moat. Of the 400 publishers, top ad destinations include: letsgokings.com, thechive.com, ocweekly.com, uproxx.com and laweekly.com (37% placed site direct/77% placed programmatically).
1815 The Exchange
Atlanta, GA 30339
Chief Marketing Officer
Director, Digital (since Oct. 2015)