Hooters begins brand overhaulHooters begins brand overhaul

Mark Brandau

Looking to differentiate the Hooters concept at a time when other “breastaurant” chains are expanding, the new leadership team at the Atlanta-based chain launched a brand refresh this week that seeks to upgrade its service, menu and marketing.

Called “Hooters 2.0,” the brand augmentation kicked off with a new ad campaign sporting a new tagline, “Feed the Dream,” and positioning Hooters as a place to celebrate any day or occasion.

Hooters will remodel between 20 and 25 restaurants per year of its more than 430 restaurants over the next few years, and any new builds will take the form of a more contemporary prototype, officials said.

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