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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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.
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.
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
Chief Marketing Officer
Vice President, Marketing
Chief Executive Officer
Chief Operating Officer