Hooters: Have breastaurants become overexposed?

Andrew D. Fairman, Queens University of Charlotte Bradley W. Brooks, Queens University of Charlotte
April 13, 2021
North America
Strategy & General Management, Marketing & Sales
15 pages
marketing, target market, Positioning, brand equity, consumer behavior
Student Price: 
$4.00 (€3.69)
Average rating: 

Hooters, America’s first and most influential breastaurant chain (a restaurant with waitresses in revealing uniforms), had endured – but also embraced – criticisms of its image for decades. By 2017, however, Hooters’ image did not seem to be appealing to its target market, young males, the way it had appealed to the 1980s and 1990s young males. At a time when sexualized stimuli had become highly proliferated, coupled with a heightening respect between genders through social movements such as the #MeToo movement, Hooters was facing declining sales and multiple location closings.

Learning Outcomes: 
  1. Identify how generational differences affect consumer product preferences
  2. Identify general characteristics of Product Life Cycle stages
  3. Develop a SWOT Analysis for a consumer brand facing changing target market preferences
  4. Evaluate the effects of shifting target market preferences on a consumer product’s branding effectiveness based on Aaker’s theories on brand assets and liabilities
  5. Develop and analyze different marketing strategy options in response to shifting consumer preferences