Hooters begins brand overhaul

Hooters begins brand overhaul

Improved service, menu, marketing aimed at breaking through growing ‘breastaurant’ segment

Looking to differentiate the Hooters concept at a time when other “breastaurant” chains are expanding, the new leadership team at the Atlanta-based chain launched a brand refresh this week that seeks to upgrade its service, menu and marketing.

Called “Hooters 2.0,” the brand augmentation kicked off with a new ad campaign sporting a new tagline, “Feed the Dream,” and positioning Hooters as a place to celebrate any day or occasion.

Hooters will

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