Undoubtedly one of the strangest cultural phenomenons to emanate from the US of A has to be the Hooters restaurant chain.
Famous for its large breasted wait staff (and little else), even in these politically correct times the Atlanta-based chain boasts 430 restaurants globally, including three here in Australia in Sydney’s Penrith and Parramatta and up on the Gold Coast.
As one may expect, the “breastraunt” chain has been suffering an image problem of late amongst female clientele and Millennials. However, rather than be a bit pervy, Hooters’ bosses prefer to seem themselves as “family-friendly”.
That said, the company reports it has worked hard on its female-friendly image in recent times that it says has seen a 50 per cent increase in female patronage since 2015.
In its latest attempts to get with the times, Hooters has just announced more breasts, this time in the shape of a plant-based chicken option to its menu.
Hooters believes its the new plant-based wings – via meat-free manufacturer Quorn – will bring in new customers and appeal to its ageing core customer base.
The company’s even unveiled a social media campaign – naturally featuring its fabled Hooters girls – to promote the new menu item.
According to Hooters’ CMO Carl Sweat, the new menu option is not only to entice new customers but also appeal to its traditional customer-base (men over 40) who also want healthier dining options.
“As many of us have aged and seen the opportunity to eat better,” Sweat telling US Business Insider.
Of the new ad campaign, Sweat added: “They are the chicken experts (Hooters staff). They engage with more people on a daily basis about chicken, and they eat the product.”
According to Sweat, Hooters’ research has found that women are apparently turned off by the greasy menu options even more so than they are by the busty waitstaff.
“Sometimes the no vote would have been, well they don’t have things I can eat, I don’t want to eat fried foods,” Sweat said. “So really bringing forth healthier options was a big part of that. Adding kids meals and a complete kid’s meal with milk … Just making sure that people understand that, we are a family restaurant.”
According to Ben Sussna, Quorn Foods’ head of marketing, women, families and Millennials can be enticed into a Hooters if it offers healthy options that are seen as sustainable.
Rolling Stone AU/NZ publisher The Brag Media has revealed its next annual collector’s edition, celebrating 50 of the most Iconic stars from Australia and Aotearoa, for the magazine’s December-February ‘Icons Issue’ which arrives on newsstands and at Coles from Monday 4, December. What makes a celebrity an Icon? It’s not just talent; it’s a magnetic […]
It’s the final stretch! After hundreds of votes, an appearance on Channel 7 and the help of Jonathon Moran, entertainment editor and columnist at The Daily Telegraph, we’ve narrowed 100 ads down to 10. Here are the views and opinions of Moran, plus links to all the vids. You’ll be able to vote at the […]
Queensland Health and CHEP Network Brisbane have today launched a new sun safety campaign in a bid to reduce the risk of skin cancer across the state. The campaign has been crafted to resemble a horror film starring Queensland’s sneakiest killer – the sun. A series of trailers and promotional posters tell the story of […]
Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]
Tara Ford has taken on the role of chief creative officer of Accenture Song for Growth Markets, effective immediately. Retaining her position as chief creative officer of The Monkeys Sydney, Ford is now also responsible for overseeing all creative output from the Asia Pacific and Latin America regions (the ‘Growth Markets’). The regional role will […]
Australia’s outdoor media has finally moved on from the disastrous COVID era with its October total at a record level – well beyond its pre-COVID total – with October bookings up 19.3 per cnet year-on- year in a market back 3.2 per cent. However, the lower total market ad spend compares to a record October […]
Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]
Gen Z has helped drive cross-platform audience growth of 30.2 per cent year-on-year at Vogue Australia, Australia’s leading fashion media brand, according to the latest Roy Morgan readership numbers. Vogue Australia is the number one fashion media brand in the country with a cross-platform audience of 878,000, more than three times the audience of Harper’s […]
Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan. Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]
One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]
Working with multicultural community groups in Victoria, Think HQ has created a campaign for bowel screening for Cancer Council Victoria. The campaign specifically targets Victorian Punjabi, Hindi, and Vietnamese-speaking groups to encourage the use of bowel screening tests. Australians aged 50-74 receive a free home bowel screening test kit in the mail every two years […]
Forget the tricks you think will help you stay under the 0.05 Blood Alcohol Concentration (BAC) limit or suffer the consequences. This is the message in a myth-busting campaign via Clemenger BBDO for Victoria’s Transport Accident Commission (TAC). TAC’s new “Drink Driving: Stop Kidding Yourself” campaign challenges drivers’ belief in myths associated with drink driving, […]
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]