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Hooters, at 30, Nudges Its Decor Slightly Out of the Man-Cave

Posted by Mark J. Miller on January 17, 2013 03:38 PM

Hooters isn’t exactly known for the look of its interior decor. The brand is largely connected to its young, attractive waitresses serving hot wings and beer.

However, Hooters has been in business for 30 years now — and some of the locations have been getting a little long in the tooth.  The chain announced a physical revamp Thursday in an effort to remake itself into a slightly more upmarket brand. The changes were first introduced at a Houston, Texas, location.

“The high exposed ceiling, painted ductwork and cypress wood walls give a more open and brighter appearance, and materials such as light colored face brick provide texture throughout the space,” according to a press release. “Guests will also benefit from a more centrally located and prominently placed bar, complemented with swiveled bar stools for ease and comfort.”

Dave Henninger, chief marketing officer for Hooters of America, said the redesign had met with positive feedback so far. “They are celebrating this remodel as the ideal environment to kick back and relax after work, get together to watch their favorite sports team and enjoy a delicious meal with their family,” he said.

In August, Hooters began an overhaul of its service, menu and marketing under new CEO Terry Marks.

Hooters has had a few loser brand extensions, such as its own airline, Vegas hotel and MasterCard, but this redo helps bolster the original brand.

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