A restaurant chain opened a shop in The Villages, a retirement community in Florida, Just a few months after filing for bankruptcy.
It’s about the first opening since the parent company filed for Chapter 11 protection for millions in debt.
The selected community has more than 150,000 residents and an average age of 71 years.
The new CEO reiterates that this move is part of a plan to restore the original core of the brand.
The Hooters restaurant chain surprised the restaurant world and the franchises with theirs recent opening in The Villagesone of the largest retirement communities in the United States, based in Florida.
This inauguration becomes even more significant since it comes just a few months after the founding of the parent company, HOA Restaurant Group. File for Chapter 11 bankruptcy.
According to those responsible The new location is not only a symbol of resistance, but also a conscious attempt to reconnect with what they defined as the “original vision” of Hooters. In the words of Neil Kiefer, CEO of the company, “Residents of The Villages have been asking for Hooters, and we are excited to open our doors. We look forward to serving good food in a fun atmosphere and being part of the community.”
The franchise’s bankruptcy wasn’t a complete surprise. End of March Honk filed an application for assistance in the insolvency proceedings and reported on a Debt of $376 million. Currently, as part of its restructuring plan, the company has decided to transform its operating model: selling part of its corporate buildings to franchisees and at the same time renew its identity to restore the essence of its founders.
This process included the Transfer of more than 100 restaurants The company’s ownership of two existing franchise groups, one of which operates in Florida, reinforcing its commitment to the local territory.
The choice of The Villages was no coincidence: it is a community with more than 150,000 inhabitantswhere 80% are over 55 and the average age is 71. This data is not insignificant, since Hooters wants to position itself not only as a sports bar, but also as a relaxed, family and community placeideal for older residents who want a friendly and approachable experience.
Kiefer has stated that one of the goals is: ““Transform the culture” of the chain. In their vision, the previous management had subverted the original spirit of Hooters more revealing uniforms and a less accessible style. So they plan to restore that classic orange shorts from the eightiesless provocative and more familiar.
The brand used its social networks to spread the message of renewal. On November 1, they promised that they would “go back to their roots” in their first Instagram post since bankruptcy.
He Restructuring plan It involves considerable physical and financial effort. The CEO admitted that there was not enough cash flow to renovate all branches at the same time. It is estimated that fine-tuning of the buildings along with operational adjustments It will take between 12 and 24 months.
Aside from that, The company plans to reinstall “the original product” in each store“: wings, burgers and the icons that made the brand famous. The gastronomy training of the staff will also be strengthened and there will be a consensus on the menu, which could have several versions adapted to the profile of each community.
The opening in The Villages could mark a turning point for Hooters. Behind him abrupt closure of more than 30 stores According to reports, the new restaurant in the US in June represents a concrete sign that the company not only wants to survive, but also reinvent yourself.
At the same time, the choice points to an older audience and a community with very distinct social characteristics Niche strategy: don’t just return to the traditional, but adapt intelligently to current requirements.
If the plan works and the other stores buy into that vision, the restructuring could not only save Hooters but also give it new life.
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