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Hooters Hong Kong: not a ‘breastaurant’

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When Hooters Hong Kong announced its opening early last week on Facebook with this hashtag – “#weareopen”! – its Facebook fans, especially those who had been staying attentive to its updates, almost instantly tagged their friends to alert each other about the opening.With no billboard advertisements, no outdoor campaigns, the Facebook announcement alone attracted queues outside its Central outlet every day in the first week of operations.The American restaurant chain, best-known for the appealing and buxom female servers in skimpy outfits, has had more than 7,000 fans “like” its official page on social media by sharing photos of its eye-catching hooters girls since it established the account last year.However, Mike Warde, general manager of Hooters Hong Kong, would rather credit all the attention it has had to the “international positioning” the restaurant has established.“The high-standard product and service that we are offering is what raises the customers’ expectations,” he told Marketing.He said social media was so far the only promotional channel, but new campaigns were underway. In an interview with the South China Morning Post, he insisted Hooters is not a “breastaurant”, but “a family-oriented, fun-loving, entertainment outlet”.[caption id="attachment_146444" align="alignnone" width="498"] Well, apparently we all focus on the chicken wings.[/caption]Three weeks ago, the brand invited local media to its launch event, encouraging them to alert their readers with live recordings of the hooters girls’ dances, which in turn, successfully stirred up hot discussions on online forums.As videos of dancing Hooters girls went viral on the web, people have been clinging to the restaurant’s opening date; and the announcement made last week was met with much excitement from its fans.Hooters Hong Kong will be one of 30 branches that Bangkok-based Destinations Resorts will be bringing to Asia on behalf of Hooters Asia. Other outlets include the Philippines, Phnom Penh and Singapore.

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