Deliciosamente Divertido - The Group Creative Communications, LLC

Hooters was hungry to reach the Hispanic market, as they are the fastest-growing consumer segment in the U.S. with a purchasing power of over $1.7 trillion. To secure their company’s future success, Hooters needed to tap into that strong new revenue stream.

CHALLENGE

In order to keep business strong, TGA needed to help Hooters develop solid brand recognition with the Hispanic market. However, Hooters was unaware of the potential power of the Latino community, and that was eventually reflected in their sales.

STRATEGY

To build a loyal Hispanic following, we “transcreated” their campaigns instead of simply translating them—making sure the messages were culturally relevant to this diverse audience. With engaging messaging, along with partnerships with national Hispanic media, a new Hispanic menu, supporting collateral and promotions, we re-introduced the brand on a national level. We also generated additional excitement through sports sponsorships and soccer tournaments across the country to help further position Hooters as a family-friendly sports restaurant for Hispanics.

RESULTS

Now drawing record crowds for soccer, boxing, and UFC events, Hooters has a loyal new customer base. TGA helped Hooters achieve more than a 20% increment in sales, and secured a stronghold on future business opportunities. Now Hooters has a strong Hispanic following that will continue to grow.