Hooters in major Asian roll-out
Hooters of America has signed an extensive development agreement to open 30 new Hooters QSR restaurant locations throughout Southeast Asia over the next six years.
After introducing the concept to Thailand with the opening of Hooters Phuket, international franchisee Destination Resorts has set sights on Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam, as well as Hong Kong and Macau.
The initial focus will be on Hong Kong, Thailand and the Philippines.
Hooters is already well established through other partnerships in mainland China and Singapore.
“The moment the doors opened to Hooters Phuket we realised the tremendous opportunity to greatly broaden our efforts to develop the Hooters brand across Asia,” said Gary Murray, CEO, Destination Resorts Co.
“We pride ourselves on introducing fresh, exciting concepts to our guests, and the unparalleled Hooters dining experience fits that profile.”
Hooters, derided by many for its concept of attractive women in tight or skimpy clothing serving ordinary, primarily deep fried food to customers, appears to have exhausted its growth potential in its home market and has failed to capture customers in forays into other western market, such as Australia. Now it is eyeing Asia for growth, recognising locals are currently ready to embrace pretty much any US fast food concept or brand.
Less than a year after Hooters Girls first welcomed guests in Patong, Phuket, Destination Resorts says it will dedicate “significant capital and resources” to an expanded Hooters venture, continuing growth in Thailand and concentrating heavily on Hong Kong and the Philippines and on the other new countries.
“Destination Resorts Co. brings a wealth of hospitality and restaurant industry expertise, overseeing premier resorts and travel destinations in multiple Asian markets,” said Mark Whittle, senior VP of global development with Hooters of America.
“Following the warm welcome of Hooters Phuket, we’re confident our franchise partner will realise continued success as we work together to spread Hooters wings in additional markets.”
Headquartered in Bangkok, Destination Resorts is also behind DoubleTree Resort by Hilton Phuket t Surin Beach, DusitD2 Phuket Resort, Sri Racha International Golf at Sri Racha Hills, Hard Rock Café Phuket at Patong Beach, Novotel Phuket Karon Beach Resort & Spa, Novotel Hua Hin Cha Am Beach Resort & Spa, Swissotel Resort Phuket and Four Points by Sheraton Bangkok Sukhumvit 15.
Hooters franchises or operates more than 415 Hooters restaurants in 42 states and 26 countries.