Hooters, the renowned American "breastaurant" chain, is making headlines once again as it plans to launch a new franchise in Newcastle upon Tyne. Known for its signature chicken wings and female waiting staff clad in skimpy outfits, the company is set to open its third UK outlet, capable of seating 200 patrons. This move comes amidst a backdrop of both expansion efforts and controversies, as the brand faces criticisms over its business model and past closures of its UK franchises.
Founded on April Fools' Day in 1983, Hooters quickly established itself as an iconic name in the American dining scene. The chain boasts hundreds of restaurants across the United States and has extended its reach to 17 or 18 countries. Despite this global presence, the company has experienced a period of retrenchment in recent years. Several UK franchises, such as those in Birmingham, Bristol, and Cardiff, have previously closed within a short span after opening.
In 2019, private equity took ownership of Hooters, heralding a new chapter for the company. However, just last September, Hooters announced the closure of 40 outlets, further highlighting the challenges the chain faces. The Nottingham franchise, which has been operational since 1998, stands as the only proven success in the UK market.
The upcoming Newcastle franchise aims to revitalize Hooters' presence in the UK. The company is actively recruiting 50 "Hooters girls" for the new location, offering flexible working hours. Despite introducing shorter shorts for staff in 2021 to attract younger demographics in America, the strategy did not yield the desired interest.
“For over 40 years, Hooters has built a reputation across the globe for making people happy, and we are excited to bring our one-of-a-kind guest experience to Newcastle in the iconic Bigg Market within the city centre, with an official opening expected this month,” – Hooters
However, Hooters' expansion has not been without its detractors. Critics argue that the chain objectifies women and should face similar licensing demands as sexual entertainment venues.
“Violence against women and girls is an epidemic so we firmly oppose plans to expand a chain that treats women as objects to be served up alongside chicken wings and fries.” – Kruti Walsh
On the other hand, Hooters emphasizes its commitment to charitable causes and its family-friendly atmosphere.
“What else can I say about that? We raise millions and millions of dollars for [breast cancer] charities … If you want to go to TGI Friday, some people are saying it’s offensive because they’re dressed with [braces]. We’re not offensive in any way. It’s been [going] 41 years, we have hundreds of restaurants in 17 or 18 countries. But everyone’s got an opinion, everyone is entitled to an opinion as well.” – Goard
“It’s a restaurant. We don’t want to be here as a bar … We do kids eat for free on Sundays. Hooters isn’t what you think it is, what you perceive it to be, until you come in the door.” – Goard
The Newcastle city council has acknowledged residents' concerns regarding the new development and plans to ensure compliance with local licensing objectives.
“We are aware of residents’ concerns about this development. Our licensing officers will be engaging with the current licence holder to determine their intentions for the property. We will also establish if further permissions are required to ensure compliance with the authority’s licensing objectives.” – Newcastle city council spokesperson
Operating a restaurant comes with its own set of risks.
“It’s still dangerous, you know. People lose their livelihoods opening up restaurants.” – Goard
Despite these challenges, Hooters remains optimistic about its future in Newcastle and beyond. The company's rich history and global recognition combined with its unique dining concept continue to attract patrons worldwide.