Hooters Arrives in Rio de Janeiro
December 4, 2013 - Sao Paulo, Brazil
SAO PAULO, BRAZIL--(Marketwired - December 04, 2013) - With its inauguration projected for April 2014, Hooters (www.hootersbrasil.com.br) arrives in Rio de Janeiro. The chain's fourth store is the first outside the state of São Paulo. With 690 square-meters, the unit will be installed in the Carrefour Barra project, with a 300-seat capacity. The average ticket will cost about R$ 50, including food and beverage. The other units in the chain are all in the state of São Paulo; two in the capital (in Vila Olímpia -- since 2010 and in Mooca -- inaugurated in 2012) and one in the ABC region, in the city of Santo André (opened in August of this year). In addition to the Rio de Janeiro unit, the chain intends to wrap up the year of 2104 with a R$ 24 million revenue. In 2012, Hooters generated R$ 13 million and predicts generating R$ 18 million this year.
For the units outside the state of São Paulo, Hooters Brazil relies on a partnership with Chanticleer Holdings, Inc. (NASDAQ: HOTR) In addition to Rio, they also intend on opening other stores in Goiânia, Minas Gerais, Espírito Santo and Paraná. Chanticleer Holdings Inc. already operates in Durban, Johannesburg, Cape Town and Emperor's Palace in South Africa; Campbelltown in Australia; Budapest, in Hungary and Nottingham, England. Its goal is to develop the restaurant's expansion outside the United States. Expansion in the US is entirely conducted by Hooters of America.
The expectation is that the Rio de Janeiro store will join the list of highest grossing units outside the United States. In the year of 2012, Hooters Vila Olímpia was the third unit that generated the most profit around the globe, not including the US restaurants, losing only to Tokyo and Singapore. "The sports events that will take place in 2014 (World Up) and 2016 (Olympic Games) will considerably drive the market, including the food and beverages sector. Furthermore, the store's profile has everything to do with the 'cariocas' lifestyle," said Marcel Gholmieh, partner of all Hooters units in Brazil.
For Carrefour, the partnership with Hooters Brazil reinforces the company's goal to offer the best mix of products and services for customers in Barra neighborhood. With a network of 2,400 outlets in the country between shops and kiosks, Carrefour has positioned itself as one of the best malls from Brazil, and this seal is proved through quality partnerships.
Brand Performance in Brazil
One of the reasons for Hooters' success in Brazil is due to the Brazilians' great acceptance of casual dining. The famous Chicken Wings along with the ice-cold draught Devassa pitcher (1.8-liter jar) are the main highlights. In addition, the concept that blends the sports bar style to broadcasting sports on the several TVs spread throughout the restaurant has everything to win over the 'cariocas' and the tourists. And of course, the famous Hooters Girls: one of the chain's trademarks.
Furthermore, a few adaptations were included to please the Brazilian palate even further, such as the 'pastel' (fried pastry) portion and 'caipirinhas', which do not exist in the international menu, as well as other options for lunch dishes.
Children also receive special attention. Similar to all other units, Hooters Rio also includes a space and menu developed exclusively for the little ones. The objective of all these adaptations is to increasingly attract families and balance the amount of men and women that attend the establishment.
The environment remains with its nonchalant aspect, including vintage signs, paintings, special lighting, among other items. The wooden tables and counters are also striking characteristics.
Hooters Around the World
The first Hooters opened its doors on October 1938, in Clearwater, Florida. The company was idealized by six young entrepreneurs: L.D. Stewart, Gil Di Giannantonio, "Uncle Billy" Ranieri, Ed Droste, Dennis Johnson and Ken Wimmer. Know as the "Hooters Six", they transformed the brand into one of the most renowned trademarks within the food and beverages industry around the globe. Today, its headquarters is located in Atlanta. It includes units in the United States, Argentina, Aruba, Austria, Australia, Brazil, Canada, Chile, Colombia, Costa Rica, Dominican Republic, England, Germany, Greece, Guatemala, Korea, Mexico, Paraguay, Panama, Peru, Philippines, Singapore, South Africa, Spain, Switzerland, China, Venezuela and the Virgin Islands. Hooters was founder's Robert H. Brooks priority up to 2006, when he passed away. In 2011, the company was sold to a joint venture of private firms that implemented a new management in order to revitalize the brand. Among them, CEO Terry Marks, who joined the company in the end of 2011; Director of Operations Sam Rothschild; Chief Executive Gregg Brickman and Henniger, who joined the company in March of 2012.
About Carrefour Group
Carrefour Group has 38 years in Brazil and is recognized as a pioneer company in the retail market. The company is present in all regions of the country, with stores in different formats: Carrefour Hiper, Carrefour Bairro and Atacadão (cash and carry). The company and also offer many services for the customers' convenience, such as gas stations, drugstores and financial services. Worldwide, Carrefour Group is the second largest retailer in the market, present in over 30 countries and a staff of more than 360.000 employees. For over 50 years, the company is impacts over 100 million consumers in Europe, Asia and Latin America.
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