First Hooters opens in Oregon
Friday, March 12, 2004 11:16 PM PST
By Associated Press
Printable version
E-mail this articleBEAVERTON, Ore. -- The first of 10 to 12 planned Hooters restaurants in Oregon is set to open in Beaverton, with a second to follow this year in Clackamas County.
The restaurant is known for its attractive waitresses, who happen to wear tight T-shirts and shorts.
Franchisee Mike Storm says the Beaverton store will be among the biggest in the 358-store chain.
The privately held parent company doesn't disclose much information about itself, but Fortune magazine estimated Hooters' 2003 revenues at $750 million and listed it as the country's 10th largest full-service restaurant chain. Hooters, which turns 21 this year, has been around as long as many of its employees.
Storm says the formula of cold beer, televised sports, good food and girls would work just as well if the restaurant were called "Joe's." But others disagree.
"That's just disingenuous. What they want the brand to stand for is breasts," said Robert Aughenbaugh, the president of ID Inc., an award-winning Portland branding consultancy. "Their whole point is to walk this fine line. Hooters is like the Disney version of a strip club, where you can take the whole family."
Counters Storm: "Mothers wouldn't bring their Little League soccer teams in here if it wasn't a fun environment."
In Beaverton, Hooters is being greeted with a mixture of enthusiasm, grumbling and indifference -- but no obvious opposition. About 32,000 vehicles pass the orange Hooters sign daily, according to Oregon Department of Transportation estimates.
Linda Adlard, chief of staff to Beaverton Mayor Rob Drake, says she was aware of no complaints about Hooters arrival. Personally, though, she isn't thrilled about it.
With Hooters, Stars Cabaret and the Fantasy Video adult movie store on the other side of Oregon 217, "I wouldn't want my teenagers walking there," she said.
Storm says Hooters in Beaverton has been flooded with job applications, especially from young women. The restaurant had more than 900 applicants for its 170 jobs.
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