Hooters to open 30 new restaurants across Southeast Asia

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Hooters phuketUS casual dining chain Hooters, whose concept is to sexualise the intake of fried chicken and other high-calorie junk food through scantily clad waitresses walking around in orange hot pants and tank tops with ultra-low-cut necklines, will open at least 30 new restaurants im Southeast Asia over the coming years and has identified Thailand as the starting point for its aggressive expansion across the region.

After opening Hooters Phuket as regional test run last year, the brand said it is now ready to open its largest international outlet in the Thai beach and party town of Pattaya, known for its raunchy day- and nightlife, in October at over 1,100 square meters and with a whopping 564 seats.

Preparation are also underway to open the first-ever restaurant in Bangkok. Hooters on Sukhumvit Soi 15 is slated to open in September with 220 seats and 25 waitresses and should be followed by a similar-sized restaurant in Silom district, with both locations in close vicinity to well-known nightlife spots. More stores are planned for Koh Samui, Chiang Mai and even the northeastern city of Khon Kaen.

Hooters job ad
Hooters job ad for Thailand

Hooters is currently busy looking for some 75 staff (Thai and non-Thai) through social media and “Hooters job fairs,” offering a monthly salary of 35,000 baht (around $1,000) including cash tips with extra benefits such as service charge, staff meals and health insurance coverage, which is clearly above the average wage package a waitress can normally expect in a Bangkok restaurant. The applicants should be between 19 and 29 years old, “in search of fun, friendly and outgoing personalities to sport the iconic orange shorts and represent the global Hooters brand,” as the company puts it.

Furthermore, the girls should be “entertaining, goal oriented, glamorous, charismatic, confident and natural, have glamorous-styled hair, camera ready make-up and a fit body,” and they should be able to “perform dance routines and other assigned tasks,” the job ad says.

Hooters is regionally partnering with Destinations Resorts Co. Ltd., a Bangkok-based resort and hospitality developer which collaborates with other flagship brands such as Hard Rock Cafe, Dusit, Novotel, Four Points, DoubleTree and Swissotel.

Hooters Bangkok opening soon_Arno Maierbrugger
Hooters billboard at the entrance of Sukhumvit Soi 15 in Bangkok © Arno Maierbrugger

“With its abundance of entertainment districts and the concentration of international tourists flocking to its cities, Thailand has proven to be an ideal location to integrate the unique Hooters concept,” says Gary Murray, CEO of Destination Resorts.

“Building upon the success of Hooters Phuket, by the end of this year we’ll have four Hooters restaurants established in Thailand, the most out of any other country in Southeast Asia,” he adds.

With Destination Resorts as franchisee, Hooters has further set sights on Cambodia, Laos, Myanmar, the Philippines, Singapore, Vietnam, Hong Kong and Macau, as well as the Muslim-majority countries Malaysia and Indonesia where the establishment of the Hooters brand could probably be less smooth than in Pattaya. However, Brunei will be the only Southeast Asian country to be left out of the expansion.

The planned locations for new Hooters restaurants in the region are as follows:

Philippines: Manila, Makati, Fort Bonifacio, Ortigas, Pasay, Cebu, Boracay and Davao (8)

Thailand: Bangkok (Sukhumvit, Silom), Pattaya, Koh Samui, Chiang Mai, Khon Kaen (6)

Malaysia: Kuala Lumpur, Johor Bahru, Penang, Kota Kinabalu (4)

Hong Kong: Lan Kai Fong Street, Kowloon (2)

Vietnam: Ho Chi Minh City, Hanoi (2)

Cambodia: Phnom Penh, Siem Reap (2)

Indonesia: Jakarta, Bali (2)

Singapore (1)

Macao (1)

Myanmar: Yangon (1)

Laos: Vientiane (1)

Hooters Thaiand

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Reading Time: 2 minutes

US casual dining chain Hooters, whose concept is to sexualise the intake of fried chicken and other high-calorie junk food through scantily clad waitresses walking around in orange hot pants and tank tops with ultra-low-cut necklines, will open at least 30 new restaurants im Southeast Asia over the coming years and has identified Thailand as the starting point for its aggressive expansion across the region.

Reading Time: 2 minutes

Hooters phuketUS casual dining chain Hooters, whose concept is to sexualise the intake of fried chicken and other high-calorie junk food through scantily clad waitresses walking around in orange hot pants and tank tops with ultra-low-cut necklines, will open at least 30 new restaurants im Southeast Asia over the coming years and has identified Thailand as the starting point for its aggressive expansion across the region.

After opening Hooters Phuket as regional test run last year, the brand said it is now ready to open its largest international outlet in the Thai beach and party town of Pattaya, known for its raunchy day- and nightlife, in October at over 1,100 square meters and with a whopping 564 seats.

Preparation are also underway to open the first-ever restaurant in Bangkok. Hooters on Sukhumvit Soi 15 is slated to open in September with 220 seats and 25 waitresses and should be followed by a similar-sized restaurant in Silom district, with both locations in close vicinity to well-known nightlife spots. More stores are planned for Koh Samui, Chiang Mai and even the northeastern city of Khon Kaen.

Hooters job ad
Hooters job ad for Thailand

Hooters is currently busy looking for some 75 staff (Thai and non-Thai) through social media and “Hooters job fairs,” offering a monthly salary of 35,000 baht (around $1,000) including cash tips with extra benefits such as service charge, staff meals and health insurance coverage, which is clearly above the average wage package a waitress can normally expect in a Bangkok restaurant. The applicants should be between 19 and 29 years old, “in search of fun, friendly and outgoing personalities to sport the iconic orange shorts and represent the global Hooters brand,” as the company puts it.

Furthermore, the girls should be “entertaining, goal oriented, glamorous, charismatic, confident and natural, have glamorous-styled hair, camera ready make-up and a fit body,” and they should be able to “perform dance routines and other assigned tasks,” the job ad says.

Hooters is regionally partnering with Destinations Resorts Co. Ltd., a Bangkok-based resort and hospitality developer which collaborates with other flagship brands such as Hard Rock Cafe, Dusit, Novotel, Four Points, DoubleTree and Swissotel.

Hooters Bangkok opening soon_Arno Maierbrugger
Hooters billboard at the entrance of Sukhumvit Soi 15 in Bangkok © Arno Maierbrugger

“With its abundance of entertainment districts and the concentration of international tourists flocking to its cities, Thailand has proven to be an ideal location to integrate the unique Hooters concept,” says Gary Murray, CEO of Destination Resorts.

“Building upon the success of Hooters Phuket, by the end of this year we’ll have four Hooters restaurants established in Thailand, the most out of any other country in Southeast Asia,” he adds.

With Destination Resorts as franchisee, Hooters has further set sights on Cambodia, Laos, Myanmar, the Philippines, Singapore, Vietnam, Hong Kong and Macau, as well as the Muslim-majority countries Malaysia and Indonesia where the establishment of the Hooters brand could probably be less smooth than in Pattaya. However, Brunei will be the only Southeast Asian country to be left out of the expansion.

The planned locations for new Hooters restaurants in the region are as follows:

Philippines: Manila, Makati, Fort Bonifacio, Ortigas, Pasay, Cebu, Boracay and Davao (8)

Thailand: Bangkok (Sukhumvit, Silom), Pattaya, Koh Samui, Chiang Mai, Khon Kaen (6)

Malaysia: Kuala Lumpur, Johor Bahru, Penang, Kota Kinabalu (4)

Hong Kong: Lan Kai Fong Street, Kowloon (2)

Vietnam: Ho Chi Minh City, Hanoi (2)

Cambodia: Phnom Penh, Siem Reap (2)

Indonesia: Jakarta, Bali (2)

Singapore (1)

Macao (1)

Myanmar: Yangon (1)

Laos: Vientiane (1)

Hooters Thaiand

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