Posted: 3:02 p.m. Thursday, July 18, 2013
By Rick Couri
The name won’t change but just about everything else will.
After 30 years with the same logo and uniforms Hooters restaurants are about to undergo significant changes.
"We wanted to give 'Hootie' a facelift along with the stores," said chief marketing officer Dave Henninger.
Hootie is the name of the owl that has been at the center of the logo from the beginning.
As for his rather large eyes that more than somewhat resemble certain parts of a woman’s body Henninger says "the double entendre remains in place, we want to keep the tongue-in-cheek wink going."
But more than the look of the place will change. The menu and buildings it’s served in are getting updated too.
New and fresher food offerings are on the way and even some changes to the iconic tank top and shorts the ladies wear.
Don’t fret though, the uniform changes are considered minor.
Hooters has lost market share lately with the introduction of restaurants like Twin Peaks and the Tilted Kilt. Experts say the updating is a few years later than it should have been.
Brand consultant Erika Napoletano told USA Today says Hooters needs the freshening. "Rebranding isn't about refreshing a logo, it's about building a brand that fulfills the brand promise."
Some of the chains locations have already been re-done with the rest being scheduled over the coming months.