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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Campaign Imminent: Former No. 23 Hooters names creative, media shops
Subject: TV, sponsorship, outdoor, Millennial-focused marketing
Company: Hooters of America (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: After spending a considerable amount of time on our CTI Media for media planning and buying (digital, meanwhile, is handled internally). Both Morrison and CTI are based in Atlanta, as is Hooters.
There’s a chance the new agency roster is part of a five-year plan (that should include not dying), but not much else is known about the shift right now. As we learn more, we will let you know, but keep in mind that Hooters (the OG “breasturant”) has been losing ground to competitors such as Twin Peaks and Tilted Kilt in recent years. In fact, it announced earlier this week that it is looking for new ways to drive business that does not involve promoting its famous “Hooters Girls” and instead focuses on its to-go business. CMO Carl Sweat said in a statement: “Hooters has always been the go-to destination for the [Super Bowl], and those hosting epic viewing parties at home know that serving Hooters Wings To-GO is a win-win for the whole party.”
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 a 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.
Incumbent: Previously, Skiver Advertising was advertising AOR (since 2013).
Media Spend: According to Kantar Media, Hooters spent $7.7 million on measured media in 2014 – and $6.7 million through Q3 2015. Through Q3 2015, Hooters spent $3.2 million on broadcast ads, $1.9 million on radio ads and $1.2 million on OOH ads.
TV Breakdown: Per iSpot, Hooters spent $5.3 million on national TV ads in 2015 – up from $2.7 million in 2014. See charts for channel/show targeting in 2015.
Digital Breakdown: Moat reports that Hooters ran 68 display ads on 361 publishers last year (3% mobile). Top ad destinations included lasvegassun.com, sportingnews.com, lasvegasweekly.com and nhl.com (74% placed site direct versus programmatically). The company also ran 25 high impact ads and six video ads.
For comparison, in 2014 129 display and 29 high impact ads were run on 836 publishers.
New Promotion Launch: For Super Bowl 50, Hooters is offering every customer who purchases a to-go order of wings before Feb. 7 a coupon good for $5 off a future purchase of $15 or more. The company has been trying to revamp its brand over the last year, an initiative that included remodeling restaurants last year to give them a more modern feel.
Sponsorships/Partnership: In what should come as no surprise, Hooters partnered with DraftKings last fall for the Hooters Fantasy Football Challenge.
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.
Competitors: Competitors include other “breasturants,” such as Twin Peaks, Tilted Kilt (who also just named a new AOR – more here).
1815 The Exchange
Atlanta, GA 30339
Chief Marketing Officer