As the Grocerant Guru®, it's my pleasure to see Hooters
make a bold move into the grocerant niche by launching its first line of frozen
appetizers and snacks at more than 1,300 Publix Super Markets. The team at
Tacoma, WA based Foodservice
Solutions® believe that this venture represents a significant step in
diversifying their brand presence beyond the traditional sports bar setting.
With plans for expansion by the end of the year, Hooters is ready to offer customers a taste
of their favorite dishes in the comfort of their homes. However, as with any
new venture, there are strategies that can help ensure incremental success in
this competitive space.
Hooters' Entry into the Retail Arena
For those who have longed to enjoy Hooters' famous wings
without the in-restaurant experience, the new frozen product line is a dream
come true. The initial offerings include:
·
BBQ Smoked Wings
·
Dry Rub Smoked Wings
·
Buffalo-Style Boneless Wingz
·
Buffalo-Style Popcorn Chicken
These products are priced between $7.49 and $8.99, making
them an attractive alternative to dining out, where similar items can cost
significantly more. The convenience of heating these items in home ovens or air
fryers allows customers to easily replicate the restaurant experience at home.
Grocerant Guru's Recommendations for
Incremental Success
To maximize the potential of this new venture, Hooters
should consider the following three strategies:
1.
Leverage
Cross-Promotions and Bundling
o Suggestion:
Create exclusive promotional bundles that pair Hooters' frozen products with
complementary items, such as dipping sauces, side dishes, or even beverage
vouchers. Cross-promotions with popular supermarket items can also drive sales.
For example, a "Game Day Bundle" that includes wings, chips, and a
beverage could appeal to sports fans.
o Implementation:
Partner with grocery retailers to create end-cap displays that highlight these
bundles, making them easy to spot and purchase.
2.
Engage in Digital
and Social Media Marketing
o Suggestion:
Utilize social media platforms and digital marketing to build awareness and
drive consumer interest. Engaging content such as cooking tips, recipe ideas,
and user-generated content can create a community around the product.
o Implementation:
Launch a digital campaign that encourages customers to share their Hooters
at-home dining experiences using a specific hashtag. Offer incentives such as
discounts or giveaways for the best posts.
3.
Expand Product Line
with Seasonal and Limited-Time Offers
o Suggestion:
Introduce seasonal or limited-time products to keep the product line fresh and
exciting. Items like holiday-themed appetizers or special edition flavors can
generate buzz and attract repeat customers.
o Implementation:
Plan a product release calendar that includes seasonal offerings and align it
with major holidays or events. Promote these items heavily through in-store
signage, online marketing, and email campaigns.
Want to Build a Larger
Share of Stomach
The Path Forward
Hooters' entry into the frozen food market is a smart move
that aligns with the growing trend of restaurants expanding into retail. By
embracing mix-and-match meal component bundling and offering customizable
convenience, Hooters can attract a broader customer base and drive incremental
sales. The success of similar ventures by other brands, such as Wow Bao and TGI
Fridays, demonstrates the potential longevity and profitability of this
strategy.
By implementing the Grocerant Guru's recommendations,
Hooters can enhance its market presence and ensure sustained success in the
grocerant niche. It's an exciting time for the brand, and with careful planning
and strategic execution, Hooters is well-positioned to become a household name
in frozen appetizers and snacks. Better late than never, indeed!
Invite Foodservice
Solutions® to complete a Grocerant ScoreCard, or for product positioning or
placement assistance, or call our Grocerant Guru®. Since 1991 Foodservice Solutions® of Tacoma, WA has been the
global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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