Hooters of America LLC is teaming with auto racer Chase Elliott for a virtual chicken tender brand that has launched at nearly 200 restaurants, the company announced Thursday.
The Atlanta-based company, which calls itself “The Official Home of Race Fans,” and the 2020 NASCAR Cup Series champion have introduced Chase Elliott’s Chicken Tenders.
The initial 196 Hooters locations are offering the menu exclusively on the DoorDash, Grubhub and Uber Eats delivery platforms.
“I’m excited to launch a menu that fuels fans’ love for delicious Hooters chicken, starters and sides,” Elliott said in a statement. “I have the best fans in the world, so I know they will enjoy trying this cool new concept and make an order for race day or during the week like I do.”
The Chase Elliott’s Chicken Tenders are available with 14 sauce flavors. The signature products are offered with ranch or bleu cheese, along with popular sides such as waffle fries or tots.
Additional boneless wings, chicken sandwiches, buffalo chicken salads and beverages will also be available in the virtual restaurant, which also offer fried pickles and mozzarella cheese sticks appetizers.
“Virtual concepts have been an important part of our off-premises growth strategy since 2019,” said Marc Butler, Hooters senior vice president of strategic planning and off-premise. “Hooters is very well known for our great wings, but awareness is lower for other menu segments such as tenders, burgers and seafood.”
Butler said including Elliott in the virtual concept would help Hooters create greater brand awareness, attract a new audience and grow the business.
Bruce Skala, Hooters chief marketing officer, added that “as the most popular driver in racing today, Chase has a fantastic connection with our restaurant clientele no matter where they are ordering our famous foods, so it’s a natural we’d create a line extension together.”
As an incentive with the launch, DoorDash users can get a 30% savings, up to $12, on their first order by using the code NASCAR30.
Hooters of America operates and franchises more than 410 Hooters restaurants in 38 states and 24 countries.
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