Hooters Restaurants

The Brief

The worldwide restaurant chain appointed True Purpose Agency to work on their UK marketing of the brand. Given that the Hooters brand has a high awareness of its unique style of restaurants, all over the country Friday to Sunday was always full of customers.

Therefore True Purpose was tasked to work tactically to help improve sales Monday to Thursday.

Our Response

After careful research of the target audience and applying the True Purpose process, it was agreed that Monday to Thursday needed a theme to compel the target audience into visiting Hooters during the week.

A campaign theme based around going out late on a ‘Skool Night’ was developed using Outdoor awareness advertising, Adshels and bus backs. An interactive microsite was developed along with the main UK site. Direct mail from an organic database drove customers to the microsite and the restaurants. Ambient point of sale branding informed the customer of the theme nights Monday to Thursday, by using urinal advertising, Menu promotions, posters, and till receipt covers. PR was also utilised in related magazines along with a launch for the ‘Skool Night’ campaign.

The Results

Over a 12 month period of activity, Hooters Restaurants reported a dramatic increase in sales Monday to Thursday, along with a further increase over the weekend.

Hooters have now opened up restaurants in the North of England.

Data capture and Branding have significantly increased.