The new menu includes many appetizers already available on the company’s bar menu, including Buffalo chicken sliders, fried pickle chips, quesadillas, cheese sticks, burger sliders and tater tots. Bar menu items vary slightly by Hooters location and region, the company said.
The goal of the late-night menu is to cater to “night owls” and attract a wider array of consumers to the restaurants, said Hooters chief marketing officer Dave Henninger in a statement.
“In 2012 we introduced our expanded full menu with even more salads, sandwiches and seafood dishes for options that appeal to broader audiences,” he said in an email. “The Hooters late-night menu continues that commitment.”
Other casual-dining chains, such as Orlando, Fla.-based Smokey Bones, have run promotional late-night deals in an effort to boost sales. According to Smokey Bones chief executive Chris Artinian, 10 p.m.–2 a.m. is the fastest-growing part of his business.
“The daypart of late night, for us, is just continuing to get stronger and stronger,” said Roger Drake, senior vice president of marketing at Smokey Bones.
In 2012, Hooters launched a brand refresh that included upgrades to its menu and marketing. For the revamp, the chain developed 30 new salads, as well as more better-for-you and sharable items.
As with the new half-price late-night menu, the goal of the menu overhaul last year was to attract lapsed and new consumers.
Atlanta-based Hooters of America LLC has more than 412 locations systemwide.
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