Media Contact
Adam Allington
Hooters, the U.S. restaurant chain, known for chicken wings and its revealing wait-staff outfits, has filed for bankruptcy. The news marks the latest in a string of restaurant chains that are stumbling in face of inflation and Americans’ decreased interest in eating out.
Lilly Jan
Lecturer of food and beverage management
Lilly Jan, senior lecturer of food and beverage management at the Nolan School of Hotel Administration at Cornell University, says the chain faced a number of limiting concepts, and failures to adapt.
Jan says:
“A 'breastaurant' does not provide an inclusive environment for dining out in groups, particularly when you consider that families are dining out together more than ever before. Having a concept that does not provide an experience that is compelling or inclusive to a variety of dining groups is inherently limiting.
“Hooters hasn't meaningfully reinvented itself and its brand identity over the years to adapt to the times. Places like Buffalo Wild Wings (a more direct competitor) or Olive Garden, Applebee's, Texas Roadhouse (segment competitors) have cut into Hooters' market share, often offering more immersive concepts, better value, more variety, or all of the above.
“Customers interest in fast-casual restaurants has exploded over the last 10-15 years because of consumer interest in convenience, value, and quality. By the time Hooters created Hoots, it was too late to the market that had strong, well-established or nationally recognized chicken competitors (Chik-Fil-A, Popeyes, KFC, WingStop, Raising Canes, Dave's Hot Chicken, Wings Over, etc.)
“Ultimately, Hooters failed to evolve with the times; it was a dated concept rooted in a heterosexual male gaze that no longer matched the modern consumer. Furthermore, the food offerings were not compelling or distinct enough to drive guests there as relevancy declined.”
