July 2008

Beverage Marketing News Fax

Hooters Is Celebrating 25 Years of Food and Fun

By Richard Davis

(Adds details, byline, to previous story)

ATLANTA--(Beverage Marketing - May 14, 2008) - Hooters, recently launched
the Hooters Energy Drink (http://www.hootersenergydrink.com). This citrus
flavored beverage is available in convenience and grocery stores as well as
Hooters restaurants across the country. The "Double Size" 16 ounce cans are
being offered in both regular and sugar-free selections. The Hooters Girls
featured on the original cans are Blakely from South Charlotte and Linsey
from Hollywood, California.

In addition Hooters celebrating of their 25th Anniversary and will host a
party on the 25th of every month in restaurants around the world. The first
Hooters restaurant opened in 1983 after six businessmen in Clearwater,
Florida thought up the concept and took the plans from a napkin to reality.
Their simple formula of great food, served in a fun atmosphere by All
American Hooters Girls in orange shorts has proven more than successful as
the concept continues to grow into a world famous brand.

"We are very excited to launch this new product into the dynamic energy
drink market. When you think of Hooters you think of high energy, since our
humble beginning, Hooters has had many great moments along the way and also
a few tears," stated Mike McNeil, Vice President of Marketing for Hooters of
America. 'We have been defined by championships, charity, marches and media
coverage. The Hooters Owl has been seen on potato chips, race cars, casinos,
credit cards and calendars. This year Hooters will top $1 Billion in sales
with close to $40 million of that in Hooters logo merchandise. At 25,
Hooters stands as a leader, not only in the restaurant industry, but also as
an icon of popular culture," said McNeil.

The chain acknowledges that many consider "Hooters" a slang term for a
portion of the female anatomy. Hooters does have an owl inside its logo and
uses an owl theme sufficiently to allow debate to occur over the meaning's
intent. The chain enjoys and benefits from this debate. This same theme
played well for fictional town that was the setting of the American
television sitcom Petticoat Junction (1963–70) set at the Shady Rest Hotel,
which was located 25 miles down the tracks from Hooterville. It would seem
an obvious conclusion that the name "Hooterville" was inspired by the term
"hooters" for women's breasts. One of the first images in the opening
credits of the show is that of Kate's three daughters, skinny-dipping in the
train's open-topped water tower, with their petticoats draped over the rim
(filmed from ground level, of course). The image is reinforced by the theme
song lyric, "Lots of curves, you bet..." However, following the standards of
early 1960s television, this was about as sexy as it ever got. Any vague
hint of sexuality was always played for laughs.

Robert H. Brooks (1937-2006) once said about his Hooters chain - known as
much for the tight T-shirts of its waitresses as for its cuisine: "Good
food, cold beer and pretty girls never go out of style," In 1984, he and a
group of Atlanta investors bought expansion and franchise rights for the
Hooters chain. He eventually bought majority control and became chairman.
Brooks tried to parlay the restaurant chain's success into an airline in
2003. At its peak, Hooters Air flew to 15 destinations, the carrier was
sometimes referred to as a "flying billboard" for the chain, but racked up
debt and stopped commercial flights and now flies charters. In addition,
Hooters also raises money for Breast Cancer Research, in 2006 Hooters
partnered with the V Foundation for Cancer Research and established a $2
Million Breast Cancer Research Grant in the name of Kelly Jo Dowd, who
passed away at her home in Palm Harbor, Florida. Kelly Jo, who was one of
the original Hooters Girls at the popular chains first location in
Clearwater, Florida, was diagnosed with breast cancer in 2002 and spent the
last five years of her life battling this dreaded disease. The company also
launched an awareness and early detection educational program using videos
featuring Kelly Jo that has been viewed by thousands.

About Hooters

Hooters of America, Inc. is the franchisor and operator of over 440 Hooters
restaurants in 42 states and 26 foreign countries. The first Hooters opened
in 1983 in Clearwater, Florida and the concept is celebrating the 25th
anniversary this year. Hooters is well-known for its brand of food and fun,
featuring a casual beach-theme atmosphere, a menu that features seafood,
sandwiches and Hooters nearly world famous chicken wings, and service
provided by the All-American cheerleaders, the Hooters Girls. For more
information about Hooters and the 25th Anniversary please visit
http://www.hooters.com

CONTACT:

Hooters of America, Inc.
Alexis Aleshire, 770/951-2040

AAleshire@hooters.com

http://www.hooters.com

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