Hooters to alter iconic uniforms for new outlets so it can be 'family friendly'
Family friendly isn't exactly the first thing to come to mind when you think of Hooters.
But the company, which is opening more than 30 new outlets across Asia, plans to change that -- with the help of a new image.
According to Neil Bailey, the president of Hooters Asia, he wants the new outlets in the region to have a "family restaurant experience."
The term "Hooters Girl" has long been associated with skimpy tops and short skirts, but they might look a little different in Asia.
In the Jakarta outlet for example, the company is working on a new uniform that will feature longer skirts, higher necklines and thicker stockings.
The director of Destination Eats, the franchisee leading the roll-out, told Mashable that the brand understood the "sensitivity" of the local market.
"As an international brand, we understand the importance of balancing consistency of the brand with a sensitivity to the local markets," Arun Ratnaa, Group Marketing Director said.
Addressing the point made by Bailey, Ratnaa said instead that the group aimed not specifically to make the chain more family-friendly, but rather more of a "great place to be for everyone."
The outlet has a Halal menu that has a selection for kids included, and the restaurant is decked out with high chairs and booster seats.
It also has a no-smoking rule and has no age restriction.
These modifications have received the thumbs-up from Hooters' headquarters.
“Hooters of America was worried [that modifications would dilute the brand] but we didn't have to take long to convince them," Bailey said.
But whilst Hooters might have been able to convince their American counterparts, it might take a bit more convincing for people to come round to the idea of Hooters as a family restaurant.
UPDATE: April 26, 2017, 11:54 a.m. SGT Destination Eats' quotes added
Yvette is a Viral Content Reporter at Mashable Asia. She was previously reporting for BBC's Singapore bureau and Channel NewsAsia.
