I just couldn’t really work out the target market. The location and the general concept of the restaurant seemed to be geared toward straight, sports-loving men, but the signage and promotions seemed geared to attracting families.
Sure, these two demographics can probably coexist, but do groups of men want small children hanging around while they watch soccer, and do parents want drunk, rowdy men swearing and drinking near their kids? Probably not.
I don’t doubt that the Hooters location in Newcastle, which opened earlier this year, will be a success. “Geordies” love eating and drinking, and its prime location sets it up well for success.
Beyond that, however, it’s not hard to see why the mixed messaging at the heart of the brand’s modern identity has confused some customers, and left some pundits questioning where Hooters fits in modern dining.
Hooters didn’t respond to a request for comment.
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