Commonwealth Journal

Features

September 11, 2012

Hooters: No Longer a Booby Prize for Women

Restaurant chain attempting to attract more women

(Continued)

ATLANTA —

Bars often located at the back of Hooters will be moved into the middle of the restaurant and circled with seating for late-night socializing. Hooters is expanding beyond beer with new cocktails and more wines as some locations are now open until 2 a.m.

"They haven't really changed the aesthetic of the restaurant" since its founding, said Nima Samadi, senior analyst at Santa Monica, Calif.-based researcher IBISWorld Inc. Giving the stores a more modern look may "help them transition from the boomers to Generation X."

While the uniforms will stay skimpy, more contemporary fits and fabric may be in the works, said CMO Henninger, predicting any changes will spark a "world debate."

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