Na ons onderzoek zijn we tot de conclusie gekomen dat het concept Hooters NIET zal werken in Nederland. Hiervoor zijn een aantal redenen
WEL
-het eten wat Hooters aanbied word nog niet veel aangeboden in Nederland wat een kans bied voor dit concept
NIET
-Nederlandse meisjes zijn niet bereid om een dergelijke baan als serveerster te doen. (slecht voor imago)
donderdag 6 augustus 2009
woensdag 5 augustus 2009
Branded Costumer Experience of Hooters
The true customer experience of hooters is captured in the four principles of hooters namely the nice atmosphere, good food, cold beer and hot waitresses. They try to give this experience off course by keeping high standards to the quality of the food but also by a special system that cools the beer to a perfect 32 degrees Fahrenheit and filters the carbonated gasses and foam from beer. But most importantly the reason in which Hooters is different than all of its competitors is their service and their waitresses. They try to give a very personal experience by giving the clients the feeling that when the waitresses take the orders that they are the only ones in the room by writing their names on napkins, flirting with the clients etc.
To clarify what we mean with the costumer experience we will show you some commercials/video's.
To clarify what we mean with the costumer experience we will show you some commercials/video's.
De Marketing Mix van Hooters
Place
Hooters has more than 450 Restaurants all across the USA and some other countries. These restaurants are build in city centers with many potential customers. All the restaurants of Hooters are franchised. The restaurants are divided according the following structure
Hooters of America (Headquarter)--> All restaurants
Franchisee --> 1 (or more) restaurants
Promotion
There are 2 types of promotion. Local and national promotions.
- The nationals are being designed and coordinated by Hooters of America (HOA). The franchisees pay fees for sustaining there Hooters brand. One of these fees is the promotional fee, which out of all the franchisees combined make promotion all over America possible. The funds gathered this way help make TV-commercials, internet adds or bill-boards on a national scale a powerful way of expanding the brand and its popularity.
- Local promotions are being organized by both the main office, as well as the managing director of the franchise. Promotion such as stickers on the tables, posters or other indoor commercials are being regulated by the main office, for they are part of the interior and could affect the customer experience. Also sponsoring sports teams or events are being directed by the head company.
Outdoor promotions, which are focused on a single franchisee such as price-discounts, happy hours or coupons, can be coordinated by the managing director of the establishment.
Products
Hooters offers a wide variety of food and drinks from chicken wings to oysters and from salads to hamburgers. The price of food can be classified from low to midrange. The food quality is not high class nor junk food. The menu is not that different from the competitors it’s the service that differs Hooters from the rest. Hooters also offers some side ventures. These ventures are:
· Hooters monthly magazine
· Hooters merchandise like t-shirts, coffee mug and calendar
· Hooters hotels and a casino in Las Vegas
· Hooters television program: hooters damn dream girl competition
· Hooters has their own credit card
This is a commercial for the Hooters television show
Price
The price of the products Hooters offers can be classified as low to midrange. The appetizers (also known as Hooterstizers) are priced from $4.- to $8.50. Main courses are priced around 8 dollars for chicken wings, hamburgers, seafood as well for the sandwiches en salads depending the quantity and add-ons. The desserts are 4 dollars each and soft drinks are $2.49 (including refills). Hooters offers different kinds of beers with a price of approximately 4 dollar for 0.5 liter.
Staff (Personal)
The personal is probably the main factor which has made Hooters to what it is today. The Hooter-Girls are the number 1 factor which has attracted customers for over 26 years.
Applying: Whenever a girl wants a job as a Hooter-Girl, she has to apply for the job. According to law, everyone has to be able to apply for the job, even male contestants. All girls need to have a specific look, which is up to Hooters-standards. This is where Hooters is in a predicament, for it is most unlikely that a fat lady or a male applier will fit in hot pants and still give customers the feeling they’re being special. Luckily, Hooters has found a way around this, a loophole in the regulations. Everyone is allowed to fill in an application form, and is thanked for applying. “If you do not hear from us, assume we have hired a more suited contestant” is what Hooters will tell every applier. This way everyone has applied, but only the girls with the true Hooters-look can be hired.
Working: You need to be able to fit in a size S or smaller, for those are Hooter’s standards. After the application-process, when a girl is chosen, she will go on a 3-day training by a certified trainer. Here she will learn the basics of how to serve, but also how to act like a Hooter-Girl, as in how to make the customers feel like you’re all about them. After these days, the girl will be monitored for a week, to see how she is doing. Continuing from there will be a month-long probation. This is the final stage in the process, and if finished successfully, a final contract will be set up. If a girl is unable to serve properly or is unable to make the customer enjoy their stay as to Hooters-standards, she will be thanked and let go.
Other jobs: Of course there are a number of jobs where you do not have to have the Hooter-Girls look, such as cooks, managers and cleaning. These will be filled in as normal. People will be chosen for their qualities, work experience or education.
Hooters has more than 450 Restaurants all across the USA and some other countries. These restaurants are build in city centers with many potential customers. All the restaurants of Hooters are franchised. The restaurants are divided according the following structure
Hooters of America (Headquarter)--> All restaurants
Franchisee --> 1 (or more) restaurants
Promotion
There are 2 types of promotion. Local and national promotions.
- The nationals are being designed and coordinated by Hooters of America (HOA). The franchisees pay fees for sustaining there Hooters brand. One of these fees is the promotional fee, which out of all the franchisees combined make promotion all over America possible. The funds gathered this way help make TV-commercials, internet adds or bill-boards on a national scale a powerful way of expanding the brand and its popularity.
- Local promotions are being organized by both the main office, as well as the managing director of the franchise. Promotion such as stickers on the tables, posters or other indoor commercials are being regulated by the main office, for they are part of the interior and could affect the customer experience. Also sponsoring sports teams or events are being directed by the head company.
Outdoor promotions, which are focused on a single franchisee such as price-discounts, happy hours or coupons, can be coordinated by the managing director of the establishment.
Products
Hooters offers a wide variety of food and drinks from chicken wings to oysters and from salads to hamburgers. The price of food can be classified from low to midrange. The food quality is not high class nor junk food. The menu is not that different from the competitors it’s the service that differs Hooters from the rest. Hooters also offers some side ventures. These ventures are:
· Hooters monthly magazine
· Hooters merchandise like t-shirts, coffee mug and calendar
· Hooters hotels and a casino in Las Vegas
· Hooters television program: hooters damn dream girl competition
· Hooters has their own credit card
This is a commercial for the Hooters television show
Price
The price of the products Hooters offers can be classified as low to midrange. The appetizers (also known as Hooterstizers) are priced from $4.- to $8.50. Main courses are priced around 8 dollars for chicken wings, hamburgers, seafood as well for the sandwiches en salads depending the quantity and add-ons. The desserts are 4 dollars each and soft drinks are $2.49 (including refills). Hooters offers different kinds of beers with a price of approximately 4 dollar for 0.5 liter.
Staff (Personal)
The personal is probably the main factor which has made Hooters to what it is today. The Hooter-Girls are the number 1 factor which has attracted customers for over 26 years.
Applying: Whenever a girl wants a job as a Hooter-Girl, she has to apply for the job. According to law, everyone has to be able to apply for the job, even male contestants. All girls need to have a specific look, which is up to Hooters-standards. This is where Hooters is in a predicament, for it is most unlikely that a fat lady or a male applier will fit in hot pants and still give customers the feeling they’re being special. Luckily, Hooters has found a way around this, a loophole in the regulations. Everyone is allowed to fill in an application form, and is thanked for applying. “If you do not hear from us, assume we have hired a more suited contestant” is what Hooters will tell every applier. This way everyone has applied, but only the girls with the true Hooters-look can be hired.
Working: You need to be able to fit in a size S or smaller, for those are Hooter’s standards. After the application-process, when a girl is chosen, she will go on a 3-day training by a certified trainer. Here she will learn the basics of how to serve, but also how to act like a Hooter-Girl, as in how to make the customers feel like you’re all about them. After these days, the girl will be monitored for a week, to see how she is doing. Continuing from there will be a month-long probation. This is the final stage in the process, and if finished successfully, a final contract will be set up. If a girl is unable to serve properly or is unable to make the customer enjoy their stay as to Hooters-standards, she will be thanked and let go.
Other jobs: Of course there are a number of jobs where you do not have to have the Hooter-Girls look, such as cooks, managers and cleaning. These will be filled in as normal. People will be chosen for their qualities, work experience or education.
vrijdag 31 juli 2009
The concept of Hooters
We have analysed the concept of Hooters
Location
The 450 Hooters Restaurants are located in many different city's all over the United States and other countries over the world. In total, 43 states have a Hooters' Restaurant and most of them are located in the eastern states .
Target group
Hooters does not aim at one specific target group. the franchise brings in a vast variety of clients.
that differ per outlet for example: the outlet in Tempe mostly attracts students from the NAU, while the outlet in downtown Phoenix attracts mostly business people during lunch and sportfans in the evenings.
Hooters says that they do not chose their target group, their target groups chose them.
Formula
the formula of Hooters is based on four main principles namely: nice atmosphere,good food,cold beer,hot waitresses.
in the last 25 years of the existence of the concept these four charactaristics haven't changed, and won't change because Hooters thoughts are to never change a winning team. And they want all the outlets to be recognisable to their costumers,therefore the interior and charactartics are the same in every Hooters restaurant.
Location
The 450 Hooters Restaurants are located in many different city's all over the United States and other countries over the world. In total, 43 states have a Hooters' Restaurant and most of them are located in the eastern states .
Target group
Hooters does not aim at one specific target group. the franchise brings in a vast variety of clients.
that differ per outlet for example: the outlet in Tempe mostly attracts students from the NAU, while the outlet in downtown Phoenix attracts mostly business people during lunch and sportfans in the evenings.
Hooters says that they do not chose their target group, their target groups chose them.
Formula
the formula of Hooters is based on four main principles namely: nice atmosphere,good food,cold beer,hot waitresses.
in the last 25 years of the existence of the concept these four charactaristics haven't changed, and won't change because Hooters thoughts are to never change a winning team. And they want all the outlets to be recognisable to their costumers,therefore the interior and charactartics are the same in every Hooters restaurant.
History of Hooters
In 1983 six businessmen opened the first Hooters in Clearwater, Florida. The group known as the Hooters Six were immediately indicted for impersonating restaurateurs. While the charges were later dismissed the stigma lingers today. Through the years Hooters has grown into a huge international succes with restaurants dotting the globe. And even adding a Casino, Golf Tour, Calendar and Magazine to its credit.
With all of this success one might think Hooters would lose sight of its humble beginnings. On the contrary, they intend to keep dancing with the ways that brought them prosperity. For they know the most important thing is good food and cold beer, server by a beautiful Hooter Girl. They are confident people will enjoy there special brand of food and fun. After all... Hooters Make You Happy!!
Hooters
Hooters
Hello everybody,
This blog is made by The Hooters Group and exist out of four members:
-Bart Cremers, 20 years, 3rd year Logistics
-Fedor van Iperen, 19 years, 3rd year Logistics
-Albert van Stam, 22 years, 3rd year Logistics
-Rick Verwijmeren, 21 years, 3rd year ITMC
The concept we have chosen is Hooters (http://hooters.com). We have seen and heard a lot about Hooters in tv series and movies like American Pie and Big Daddy. Hooters is a sporty restaurant where usual food as hamburgers, sandwiches and chickenwings are served by good looking girls.
The main reason why we took this concept is that we want to experience Hooters in real life. In Holland it is not possible to visit a Hooter's restaurant, but in the USA are there plenty of them. We are going to investigate to see if it is possible for the concept of 'Hooters' to start in The Netherlands.
vrijdag 24 juli 2009
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