A school project at Academy of Art University, digital strategy for Hooters.

1. Hooters
save the hooters girl
Digital Strategy

2. The past years Hooters has closed almost 7% of their restaurants.
In the fiscal year of 2014, eleven restaurants had their doors locked
for good.
Hooters is somewhat of an institution in the American society and
widely referenced online as well as in pop culture. But they are
battling problems with attracting female guests, and recently they’ve
been under attack from those not wanting a Hooters restaurant in
their neighborhood because of the values they believe the brand
stands for.
current situation

3. Online, people talk very little
about what Hooters actually
does: serves food, and a lot more
about the people serving it.
Hooters is presenting their
girls as strong, independent role
models.
In social media, Hooters Girls
are more associated with: looks,
sexism, lack of respect for
themselves.
Problem

4. The Hooters girl is Hooters most prominent and
important asset, but the values she stands for is
getting out of fashion.
How do we make the Hooters Girl relevant again?
Challenge

5. Culture
What can digital culture tell us about
the best way to connect to a younger
and more aware target?
Company
What is the essence of Hooters, and
how can we use that gain relevance?
Category
How is the waitress work percived and
how can Hooters challenge that?
Consumer
What do our target value in a brand,
and how can Hooters use those values
to attract them?

6. Culture
Sexy is changing from object to subject,
we want to be in charge of our own bodies
and sexuality.

7. Culture
Online, people are getting vocal about their right to their own bodies, to
self-expression, encouraging others to dare to be themselves. Terms like body
positivity and gender fluidity are trending.
Google Trends, March 2016
Search word: gender fluid
Search word: body positivity

8. Celebrities and social media influencers advocate for ending
sexism, body shaming and narrow gender roles.
Culture

9. Even brands with a history of strong traditional gender values are
changing their appearence.
Culture
Playboy’s first non-nude cover, March 2016
Axe ”Find Your Magic” campaign, Jan 2016

10. category
Working as a waitress equals not being in
charge and having to depend on others
(not only regarding tips)

11. category
”I tip my waitress and she can’t stop saying gracias”
”I just accidentaly tipped a shitty waitress 30%, fuck my brain
isn’t working”

12. category
Online, waitresses express frustration of having to put up with rude guests and
make fun of everyday struggles like long hours, physical tiredness,
low, tip dependant wage and annoying costumers.

13. Consumer
Brand values are important
and diversity is key

14. Consumer
Millennials strongly embrace
diversity. Multicultural,
multiracial themes must go
beyond simply including a
person of color in an
advertisment
More than four in 10
Millennials make an effort to
buy from “good” companies/
brands— ones that support
issues they believe in.
Mintel

15. What’s most important when choosing a brand?
Androit Digital
Recommended by friend
Recommended by parent
Value/Price
Brand Reputation
Eco-friendly
Entertaining ad-campaigns
Brand exposure through
traditional advertising
Brand exposure through
social media
Prestige/Social perception
Quality
Established brands that
isntill trust

16. 47 % consumers under 24 years
are more likely to support a
brand after seeing an equality
themed ad (compared with 30 %
of all age groups combined)
85 % think it’s important for
a brand to be socially/
environmentally friendly to
be trusted
Ogilvy Public Relations
Viacom Global Insights
Consumer

17. Hooters wants to be seen as a challenger of
conventions, the Hooters Girls are their way
of achieving that.
Company

18. Company
How does Hooters talk to others?

19. ”There will always be those out there looking to take a shot
at us, or have the government dictate what we can or can’t
do, but we’ll just take it in stride and continue our quest to
provide a fun, enlightened atmosphere where you can enjoy
the finer things in life. And really, what is so offensive about
an owl, anyway?”
Company
Hooters.com
How does Hooters talk about themselves?

20. Culture
Sexy is changing from object to
subject, people want to be in charge of
their own bodies and sexuality.
Company
Hooters want to be seen as a challenger
of conventions and the Hooters Girls
are their way of achieving that.
Category
Working as a waiter/waitress equals
not being in charge and depend on
others (not only regarding tips).
Consumer
Brand values are important, and
diversity is key.

21. Get: equality aware millennials
To: associated themselves with Hooters
By: letting the Hooters Girls make the switch from object to subject by showing
that they are empowered and in charge of their sexuality, work environment and
person (however they define it).
Intersectional
strategy/
Brief

22. Hooters 2.0 - the world is changing and so are we

23. How do we do this?

24. ”I love eating out and often
times spend a little more
money than I probably should
on dinners and drinks.”
Faye
25 yr-old woman
San Francisco
$30,000
Primary
persona Faye graduated college one and a half years ago and is working her
first full time job. She likes eating out and would splurge
on a meal even when money is tight. When choosing what to shop
or where to eat she believes it is important for the brand to be
transparent and strive for fairness and equality in all aspects of their
work. She considers herself a feminist, and even though she is not
the most active one out there, she strongly believes in womens rights
and is not afraid to express her point of view.
Dining behavior
Asks friends for
recommendations, sometimes
reads reviews, online browsing.
media behavior
important at restaurant
An environment to socialize and
relax, good food, well treated
employees.
Will engage with brands that
share her values and sometimes
speak up against those who don’t.
social media
frequently visited restaurants

25. ”It’s important that my new
job doesn’t make me
compromise with things I feel
strongly about.”
Julia
23 yr-old woman
College Junior
SF State
Secondary
persona
Julia has been in college for two years and is feeling ready to balance
school with a part-time job. Even though earning money is
important to her, she believes that her future work place is a place to
be proud of, a company that values the same things that she does.
Job Searching behavior
Ask friends (online + offline),
Snagajob App, postings on
campus.
media behavior
important in workplace
Salary, flexibility regarding
schedule, similar values, a ”flat”
structure.
Will engage with brands that
share her values and sometimes
speak up against those who don’t.
social media

26. Customer Decision
Journey
Desired mindset
barrier
channels
Current mindset
awareness consider advocateexperience
”Hooters is a place where men go to look at
womens bodies while drinking beer, that is
my instant perception and what I read online
confirms that.”
”My social feed is buzzing with a new
approach and a new kind of Hooters Girl,
I am curious to know more.”
Hooters current online presence stop them
from engaging, dissonance between brand
perception and preference.
Website, Social
”I usually get direct or indirect recommendations
online, but Hooters is not on my radar when
choosing where to go for dinner. I don’t know
about the food but their values put me off.”
”I know that Hooters are changing and becoming
a place that I want to be associated with.”
Skepticism towards genuinity of the change,
tendency not to trust brands.
Social, Restaurant Review Sites,
Online Magazines
”I love a place that is visually appealing that at
the same time coheres with my image, Hooters is
not any of that.”
”The Hooters Girls are inspiring, and Hooters is a
place where I can relax and have fun with friends.”
In restaurant, Social
”I often times post pictures or videos on social
networks when I do or eat something new,
interesting or great, but I wouldn’t post about
eating at Hooters.”
”I have to show the world (or at least
my followers) that I’ve been to Hooters.”
In restaurant, Social
The perception of Hooters as a brand not
matching their image and online presence.
primary secondary

27. 1. Social is where food discussions are taking place → To be considered, Hooters have to
be present in those conversations
2. Social buzz or uniqueness are more important than the actual food → Hooters need to be
spectacular to stand out in the feed
3. To show or recommend something on social media, the brand image have to cohere
with their values → Hooters should consider tweaking content in order to win the customers
favor
Key takeaways CDJ

28. Target
Primary: ”Feminist Faye”
Secondary: ”Job Searching Julia”
objective
→ Engage target in online
discussions about Hooters
→ Convert brand opponents to
brand advocates
success
Change perception of the
Hooters Girl (and by that the
Hooters brand) among target
and increase positive buzz
online
Approach

29. awareness
Desired mindset
consider advocate
channel plan
barrier
channels
”My social feed is buzzing with a new approach
and a new kind of Hooters Girl, I am curious to
know more.”
Hooters current online presence stop target from
engaging, dissonance between brand perception
and preference.
”I know that Hooters are changing and
becoming a place that I want to be associated with.”
”I have to show the world (or at least my
followers) that I’ve been to Hooters.”
Tweak social content and adapt to
a new kind of conversation.
Website serves as source of information
and a physical evidence of change.
Skepticism towards genuinity of change, tendency
not to trust brands.
The perception of Hooters as a brand not
matching their image and online presence.
Partner up with brand ambassadors/
influencers not usually associated with
Hooters.
Use promoted stories, posts and tweets
to get back on the radar.
Spread awareness through online
magazines and publications.
Provide ”insta worthy”, visual moments
during visit.
Encourage visitors to engage by
re-targeting.
Social
Website
Partnership
Social
Social

30. thought
starters
What’s the best way to make use
of Hooters existing channels?
Which celebrities and influencers
are taking a stand for equality
and how can we approach them?
What would be a great hashtag?
Does a Hooters Girl
have to be a girl?
How do you highjack yourself into
someones feed and make them
appriciate it?