Next week's marketing calendar is enough to make any full-service dining chain nervous or excited. Or both. The Super Bowl and Valentine's Day occur within just three days of each other, effectively creating two major traffic influxes back to back.
Of course, this isn't the first time things have been this tight (in 2022 there was just one day between the two), but that doesn't make the task at hand any less difficult. For Hooters, the main focus is the Super Bowl, the 410-unit chain's busiest day of the year. However, that doesn't mean Valentine's Day isn't a priority.
“We know we need to take advantage of the people who come to watch the games and pick up their orders by letting them know they have something planned in the next three days. This is a huge bounce back opportunity.” Hooters CMO Bruce Scala said in a recent interview. “It's a fun promotion to say, 'We look forward to seeing you again,' through bag fillers and in-store promotional items. We're targeting everything.”
The company is also gearing up for everything, hosting monthly meetings to ensure operations and marketing are on the same page with plans, maximizing its ability to sell wings during a given period. We are preparing the store for
“It's all about staffing, making sure we have enough people to greet customers and fill orders on time. It's a great flow to not have a line out the door,” Scala said. Ta. “The reason we have increased our staff for the game is to ensure that we can process a large number of orders at a given time.”
To entice football fans, Hooters is hosting a season ticket sweepstakes for a chance to win 2024 season tickets to watch your favorite NFL team play. Additionally, dine-in customers can take advantage of the Postseason Picks deal on 10 wings, curly fries and a Bud Light or fountain drink for $16.99. You can also buy a Bud Light pitcher for $11. Carry-out and delivery customers can choose from 75 boneless wings for $65, 75 boneless wings for $85, or the Quarterback Sack (50 boneless wings and 50 bone-in wings for $100).
Meanwhile, Scala said Valentine's Day is a good time to promote the brand and its “unique promotions.” This year's promotion puts a new spin on the “Spin the Bottle” game, inviting in-store diners to the “Hooters Game of Love” on the prize wheel for a chance to win prizes like $1 wings and free appetizers. obtain. , more.
“Hooters may not be the first place that comes to mind when you think of Valentine's Day, but many consumers want to have a fun day here. That's why we chose a promotional concept that doesn't require too much effort. It was simple and easy to explain,” Scala said.
Hooters' marketing opportunities don't end after Valentine's Day, in fact, March Madness is one of the busiest times of the year. Scala said basketball crowds will start arriving the day after the Super Bowl, followed by crowds for other events such as baseball and pay-per-view boxing.
“We are typically busy year-round, with a marketing calendar set up to do national promotions, regional promotions, beverage promotions, sponsorships, etc.,” Scala said.
macromarketing trends
Scala has worked in marketing throughout his career, so managing a calendar like this is nothing new. What is new, however, is that increased access to relevant consumer data is shifting this function towards “fact-based decision-making.”
“This trend has grown so much over the past 18 months that it has changed the way we see things: accessing data, connecting the dots, understanding what happened and what could happen next. Disseminating information in an easy-to-read manner that conveys this information will shape future marketing efforts,” he said.
That data came from all sources and channels, and it also encouraged close collaboration between marketing and IT.
“If you had told me three years ago that a CIO would be on a franchisee's marketing committee, I would have said you're crazy, he's a behind-the-scenes guy,” Scala said. “All of a sudden we’re talking about loyalty, tracking, real-time data…”
Scala also acknowledged that there has been an uptick in national marketing efforts recently, especially in the full-service sector, as chains compete for traffic relief and consumers looking for value. Hooters is “monitoring,” but not engaging in similar types of large-scale promotions. For now, the company is directing more investment funds to digital channels where it can better target guests and potential guests.
“Social media isn't just for millennials anymore. Everyone follows now, and if you want to get your message across, most people follow brands on X, Instagram, and TikTok,” Scala said. Told. “Our strength in being an image-based concept and letting the Hooters girls tell the story works well here. It's more engaging and interactive than just showing a plate of cheeseburgers and fries.”
Scala said the most important thing in any type of marketing campaign is to remain agile and think outside the box. He cited Hooters' NIL (name, image, likeness) campaign, which featured offensive linemen and star quarterbacks and wide receivers, as an example. This campaign won Hooters 'Brand of the Year' at the annual He NIL Awards.
“We look at three things to understand return on investment: sales, traffic, and continued enjoyment as it relates to younger demographics,” Scala said. “Hooters is a fun brand, and this is a fun way to bring in younger consumers.”
Contact Alicia Kelso. [email protected]
