Hooters SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1847
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SWOT Analysis of Hooters with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hooters

Parent Company

Chanticleer Holdings

Category

Restaurant

Sector

Food and Beverages

Tagline/ Slogan

Delightfully Tacky, Yet Unrefined

USP

Appeal of its waitresses called hooter girls

STP

Segment

Income, Age and Lifestyle

Target Group

Youth and adults from upper-middle and upper segment

Positioning

Casual beach-themed featuring music, sports on large flat screens with an American fast food menu

SWOT Analysis

Strengths

1. More than 450+ Hooters throughout the United States and 20+ other countries
2. Hooters has actively supported charities through its Hooters Community Endowment Fund
3. Involved in sponsoring many sports events and holds its own beauty pageants
4. Provides gift cards and online ordering

5. Created a globally recognized icon through the hooter girls

6. Promoting its brand through hooters' magazine, calendar and other merchandizes

7. Its product portfolio includes Burgers, Chicken Wings, Seafood, Full bar

Weaknesses

1. Various law suits due to gender discrimination in hiring
2. Criticisms due to scantily clad waitresses
3. Very high calorific content in food is avoided by health conscious people

Opportunities

1. Seasonal menus can be tried out in keeping with the burger/fast food theme
2. Extension into merchandising

3. The brand can extend its operations in other places promoting tourism for youth and adults

Threats

1. Issues related to objectifying women
2. Cannot venture into certain countries due to sensitivity issues

3. Competition from other restaurant chains as substitutes

Competition

Competitors

1. Twin Peaks
2. Tilted Kilt
3. Mugs and Jugs



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