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HOOTERS REBRAND

Year

October 2020

Category

Branding & Merchandise Design

While Hooters is relying on their jogger waitresses to stay afloat, the franchise continues to close its restaurants. Their continued association with sexual imagery makes the restaurant feel uncomfortable for Millenial and Gen Z audiences of all genders. In other words, Hooters is facing stagnation, however, this presents an opportunity for change. 

RESEARCH

Historically, Hooters, as a company, has never taken itself seriously. The restaurant opened its first location in Clearwater, Florida on April Fool's Day in 1983 by six friends with no restaurant experience. Since then, the company has poked fun at gender using innuendos and wordplay. Hooters positions its waitresses as “not like other waitresses”.

 

They are entertainers and team players. Each wears a recognizable white tank and orange shorts. They serve men of all ages (young and old). Not to mention, there’s wings too!

UNIFORMS

SOCIAL MEDIA & GRAPHICS

BILLBOARD

INSIDE THE RESTAURANT

MENUS

SOUVENIERS