The Hooters trademark is a brand name shared by two restaurant chains; Hooters is based in Florida, while Hooters of America is headquartered in Georgia and owned by Nord Bay Capital.
Hooters of America is the larger of the two networks, spanning 37 states with 379 restaurants, of which approximately half are franchise-operated.
With an increasing number of US states legalising sports betting since the Supreme Court ruling in 2018, the restaurant chain is looking to boost its appeal by partnering with operators, such as DraftKings.
Guests can now scan a QR code in one of Hooters’ restaurants to receive special offers with DraftKings. A similar deal with another sportsbook operator, PointsBet, is said to be close to being finalised.
Hooters of America CEO Sam Melilli commented: “We’re seeing there’s a strong demand for the legalisation of gambling. We’ve been in it from the beginning and we’re in tune with that. Many of our guests come to us for two reasons: our world-famous wings and as a destination to watch sports events.
“Now you can enjoy the game, you can bet on it and watch on dedicated TVs or place bets with Hooters girls who can talk sports. Now you don’t have to go to a casino. You just go to your neighbourhood Hooters.”
Several of Hooters’ restaurants have undergone development in preparation for the potential increase in sports betting clientele. Dedicated areas have been set up, offering multiple TV screens, game schedules and betting odds.
In order to entice patrons to engage with the new sports betting services, the restaurant chain has trained its staff, known as Hooter Girls, to educate customers on how to download the app and place a bet.
