US fast food chain puts new angle on demand curves
A RISQUE American restaurant chain is planning to invade Britain with burger bars staffed by women wearing skimpy orange running shorts and tight white tank tops.
Hooters, which underwent a four-year investigation by American authorities for alleged sexism, opened an outlet in Birmingham last week and plans another seven nationwide by the end of next year.
Criticism in America has focused on the chain's alleged all-women recruitment policy. But Todd Allen, general manager for the Birmingham outlet, insisted men were welcome as managers or chefs. The only job restricted to female applicants is that of "Hooter girl". Mr Allen insisted this was not merely another name for waitress, saying: "They serve food and drink and add to the atmosphere."
Hooter girls, he said, were "All-American girl-next-door, Dallas Cowboy cheerleader types". Asked why there were no Hooter boys, he said: "The outfits the girls wear require the genetically curved bodies which God gave them."
The policy has been costly: Caterer & Hotelkeeper magazine in the UK said Hooters had to pay out $3.7m in November after a group of men in Chicago alleged they were refused jobs on gender grounds.
The Equal Opportunities Commission described the policy as "not in the spirit of good employment practice". But the chain says its reception in Birmingham has been positive, with brisk business in the first week.
Hooters has more than 200 restaurants in the United States, Puerto Rico, Canada and Singapore. Dishes available include burgers, sandwiches, seafood and chicken wings.
Mr Allen said the company targeted all types of customers, particularly families.
