While Hooters may be the last place you'd expect to take your mother for a bite to eat, USA Today is reporting that the 30-year old chain famous for its sexy waitresses and provocative name will be offering a free $10 entree for moms on Mother's Day if they bring a kid along and purchase a drink.
The restaurant is trying to change its image, look and food, and by offering their first full-entree meal to moms on their special day.
Terry Marks, CEO of Hooters of America, told USA Today that there is an openness for change, though the company doesn't plan on losing its sex appeal anytime soon.
"We really do have to proceed carefully with this thing," he said. "And the analogy I use all the time [is that] 'I don't think the Yankees are gonna change out of pinstripes anytime soon. They'd be crazy to do that because it is the brand."
Restuarant industry consultant Linda Lipsky thinks that Hooters is demeaning to women, and finds their way of promoting their brand to be "pathetic."
"It's like offering Weight Watchers customers a free meal with dessert at The Cheesecake Factory," she told USA Today. ""There are enough calories in most of their desserts for 50% or more of your daily allowance. Giving it free doesn't make it any better."
But according to Hooters' marketing chief, the plan to give mom a free Mother's Day meal "isn't as diabolical as you think."
"We know you don't think of Hooters as a typical place to take Mom, but we want to make it more appealing for Mom to come in," he said. "This isn't the first time Hooters has offered moms free food on Mother's Day, as they have previously offered freebies like wings on special occasions. Last year on Mother's Day, Hooters gave free wings to approximately 15,000 mothers, and are expecting to give about 20,000 entrees to mom this year. This is also the first year that "the chain has sold entree salads - which it also hopes will attract some women."
Other restaurant chains such as TCBY and Shoney's have given free treats to moms on Mother's Day, but most offer things like slices of pie or small cups of yogurt as opposed to a full meal.
Although Hooters has made some progress with attracting female customers, as two years ago, just one in four customers were women as opposed to last year's ratio changed to one in three after changing its menu, some skeptics still think the restaurant has a long way to go.
"For a woman to walk into a place called Hooters, that new Cobb salad had better be awfully good," said Robert Thompson, professor of pop culture at Syracuse University.
Would you take your mom to Hooters on Mother's Day for a free meal? Tell us in the comments below!
Click here to watch USA Today's story on Hooters.
