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Hooters SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: August 22, 2023Read time:

Here is a detailed SWOT analysis of Hooters covering strengths, weaknesses, opportunities and threats.

Hooters 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

Above are the strengths in the SWOT Analysis of Hooters. The strengths of Hooters looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Hooters 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

These were the weaknesses in the Hooters SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Hooters 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

Above we covered the opportunities in Hooters SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Hooters 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

The threats in the SWOT Analysis of Hooters are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Hooters SWOT analysis.

About Hooters

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Hooters Overview
Parent Company

Chanticleer Holdings




Food & Beverages

Tagline/ Slogan

Delightfully Tacky, Yet Unrefined


Appeal of its waitresses called hooter girls

Hooters STP

Income, Age and Lifestyle

Target Market

Youth and adults from upper-middle and upper segment


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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