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Hooters pivots to delivery to solve ‘polarizing issue’

hooters waitressesGil
Cohen Magen/Reuters

  • Hooters is exploring new ways to bring in millennial
  • CEO Terry Marks referred to the chain’s reputation for
    having scantily clad servers as a “polarizing
  • He said the chain would be pivoting towards delivery to
    boost sales.


Hooters is changing its tactics to win back customers.

The iconic breastaurant is finding new ways to win over
millennial customers who are
less interested in breasts
than their elders. 

CEO Terry Marks said that the brand will be picking up its
delivery business in 2018 to combat the trend, the
New York Post reported

“Delivery [solves] the polarizing issue the brand has had,” Marks
said at the ICR Retail conference in Orlando
this week
, referring to the chain’s scantily clad

“Many people wouldn’t step foot in our restaurants, but they want
our product,” he said.

Hooters’ delivery business has grown by more than 30% over the
past year, according to the New
York Post
. There are now 96 Hooters locations that offer
delivery or take-out. In 2016, there were just seven.

Still, the chain has suffered in recent years. The number of
Hooters locations in the US dropped by more than 7% from 2012 to 2016 amid stagnant sales,
according to industry reports.

Hooters has also been impacted by an industry-wide sales
slump as millennials lose interest in fast-casual dining and
shift towards ordering delivery and cooking at home. 

Last year, the chain launched a
new restaurant with fully-clothed servers
, called Hoots.

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