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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
Primary Address
1815 The Exchange
Atlanta, GA 30339-2027
USA

Hooters of America, Inc. Contacts

Contacts (5/8)
Name Title State
Carl S. Global Chief Marketing Officer GA
Sample of Associated Brands
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Email: *****@*******.***
Main Phone: (770) 951-2040
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1815 The Exchange
Atlanta, GA
30339-2027
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Hooters of America, Inc. *******

Agency Relationships


Brand Agency Service From To
******* ** *******, ***. *** ******** ****** Creative 2016 present
******* ** *******, ***. *** ***** Media Buying, Media Planning 2016 present

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DailyVista

Score 83: Account in Jeopardy – Hooters names global CMO amid struggles


 

Hooters previously scored a 93 on our predictive analysis model, but was removed from the Vulnerable Account Index in Jan. due to self-imposed time constraints.

Subject: TV, sponsorship, outdoor, Millennial-focused marketing

Company: Hooters of America,  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. 

Account-in-Jeopardy

Opportunity: The door of Hooters’ CMO office has been revolving rapidly for the last year. The “breasturant” has named its third top marketer in the a year-and-a-half. Carl Sweat joined the team in Jan. 2015. He replaces Jason Abelkop, whose tenure with Hooters was very short-lived (he left to become Krystal’s CMO – research here).  As with any CMO hire, Sweat will most likely take stock of Hooters’ current strategies and put his own spin on marketing. The company has lost its footing over the past couple of years amid casual dining decline and the rise of smaller breastaurant rivals, so those with ideas on how to reach younger men and women  should reach out now.

Additional Insight

Sustained Struggles: in 2012, the company began its “Hooters 2.0″ brand augmentation. This included a new logo, the “Step Into Awesome” marketing campaign and upgraded service and menu. All of this was/is aimed at reaching a broader customer base. Hooters is privately-owned, so its hard to judge the real ROI on these campaigns. 

Target Customers: Hooters is focused on the legal drinking age (LDA)-to boomer-aged male segment, but it's 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 (who also just named a new CMO – more here), Tilted Kilt, Bone Daddy’s and Bikinis Sports Bar & Grill. But be aware that Hooters also faces competition from the growing casual dining/brewhouse segment that targets the same demographic.

Media Spend: According to Kantar Media, Hooters spent $7.6 million on measured media in 2014 (a 9.2% decrease from 2013).  Most of this was allocated to broadcast and outdoor ads.

According to iSpot.tv, Hooters spent $7.3 million on national TV ads in 2014. The most was spent to run ads on TNT, ESPN, Fox Sports 1, ABC and the NFL Network during shows such as NBA Basketball, College Football, “FOX Sports Live,” NFL Football and College Basketball.

Agency Relationships: According to The List, Hooters’ agency roster includes Skiver Advertising (advertising AOR since 2013).

Hooters of America Inc.
1815 The Exchange
Atlanta, GA 30339
(770) 951-2040 

Carl Sweat
Chief Marketing Officer
(770) 951-2040 

Andrew Pudduck
Vice President, Marketing
(770) 951-2040
apudduck@hooters.com  

Terry Marks
Chief Executive Officer
(770) 951-2040
tmarks@hooters.com 

Jim Parrish
Chief Operating Officer
(770) 951-2040
jparrish@hooters.com