Hooters gets new logo as part of sweeping overhaul
The wing-and-beer chain, celebrating its 30th anniversary, unveils the design as it faces new competition from upstart competitors.
The company's new "Hootie" logo (pictured, top) looks very similar, with an owl's eyes that also look like doughnuts. Or tires. Or something like that.
But the owl has become more sleek and stylized, which the restaurant says calls out its "contemporary transformation" with a nod to its heritage. Hooters is celebrating its 30th anniversary this year.
USA Today says the old owl was "scruffy-looking and fuddy-duddyish," while the new owl is "lean and mean."
Hooters' waitresses, whom the company calls its "girls," will also get new uniforms over the next several months. The company says the uniforms will include tank tops that still maintain the sexy and sporty image that customers are used to.
The company is also updating its menu to rely less on frozen, premade dishes. "Instead of everything being frozen and being brought in, we're bringing everything in now fresh," Greg Brickman, the company's executive chef, says in this USA Today video.
The company is returning to some of its original recipes for chili and chowder, he added. "We're just trying to make everything one step better."
What's forcing Hooters' hand? Look no further than the number of new competitors in the "brestaurant" business. One of them, Bikinis Sports Bar and Grill, has even trademarked the term breastaurant in hopes of winning an advantage over the likes of the Tilted Kilt, Mugs N Jugs and Twin Peaks. The top three "breastaurant" chains in the country behind Hooters each saw sales jump at least 30% in 2011, The Associated Press reports.
Will Hooters' sweeping overhaul make a difference with diners?
Other than the wings, the food is terrible and the seating is uncomfortable. Changing the logo and the uniforms won't fix what's actually broken,
Hooters wings are CLASSIC, delicious and... WWWWAaaaaaayyyyy OVERPRICED! Unfortunately for me their Three Mile Island wings are my favorite of all wing joints, regardless of the "perks" of being in a "breastaurant". I say unfortunately because for 20 wings @ $17 that's CRAZY. 85 cents a wing or more. Buffalo Wild Wings, Bulldog Ale House (Chicago area) and other local establishments with good wings are considerably less expensive. BWW has 60-cent wing days and most other places offer days or daily specials that are much cheaper. 50-cent per wing should be the basis for any good price!
If they want more customers, lower the prices and I'll go more than once a year on a "special" occasion!
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