Hooters Home Delivery Appeals to Those Who Wouldn't Visit in Person
Justin Lam — January 15, 2018 — Business
References: grubstreet & nypost
Hooters' home delivery is the brand's attempt to entice more patrons who may be hesitant to visit the chain's many restaurants. The branding and publicity move is being done in hopes of drawing in more revenue by doing away with the polarizing issues associated with the restaurant chain. The idea is being heavily backed by Hooters CEO who claims that “Many people wouldn’t step foot in our restaurants, but they want our product.” The delivery of Hooters food will be handled by third parties including UberEats, DoorDash and Grubhub-Seamless.
Hooters began to test its delivery initiative in 2016 in just six locations, but as of 2017 the number has increased to 96 locations. This is not the only re-branding done by the restaurant as the company is actively cleaning up brick-and-mortar locations and offering craft beers on tap. This shift in brand is being done to fit in more with the modern consumer.
Hooters began to test its delivery initiative in 2016 in just six locations, but as of 2017 the number has increased to 96 locations. This is not the only re-branding done by the restaurant as the company is actively cleaning up brick-and-mortar locations and offering craft beers on tap. This shift in brand is being done to fit in more with the modern consumer.
Trend Themes
1. Discreet Restaurant Deliveries - Hooters' discreet home delivery service targets patrons hesitant to visit the brand's restaurants, presenting an opportunity for other restaurant chains to explore discreet delivery options.
2. Branding and Publicity Moves - Hooters' rebranding and publicity efforts aim to overcome polarizing issues associated with the restaurant chain, showcasing an opportunity for other brands to reposition themselves and attract new customer segments.
3. Expansion of Delivery Services - Hooters' expansion of delivery services through third-party platforms like UberEats, DoorDash, and Grubhub-Seamless opens up opportunities for other restaurants to partner with delivery platforms and reach a wider customer base.
Industry Implications
1. Restaurant Chains - The discreet home delivery trend pioneered by Hooters offers restaurant chains the chance to attract new customers by providing convenient and discrete delivery services.
2. Rebranding and Marketing - Hooters' successful rebranding and marketing strategy highlights the opportunities for other brands in various industries to revamp their image and connect with a more modern consumer base.
3. Third-party Delivery Platforms - The increasing popularity of Hooters' delivery service through third-party platforms like UberEats, DoorDash, and Grubhub-Seamless presents a disruptive innovation opportunity for other delivery platforms to partner with restaurants and expand their customer base.
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