Chanticleer Holdings Announces New Hooters(R) Branding Campaign in Its Exclusive International Franchise Markets
CHARLOTTE, NC -- (Marketwire) -- 09/05/12 -- Chanticleer Holdings, Inc. (CCLR.OB) (NASDAQ: HOTR) ("Chanticleer" or the "Company"), a minority owner in the privately-held parent company of the Hooters® brand, Hooters® of America ("HOA"), and a franchisee of international Hooters® restaurants, announced today the adoption of the new "Hooters 2.0" branding campaign in its exclusive international Hooters® franchise markets.
Chanticleer currently owns in whole or part of the exclusive franchise rights to open and operate Hooters® restaurants in parts of Brazil; all of South Africa and Hungary; and has joint ventured with the owner of exclusive Hooters® franchise rights in Australia. The Company owns in whole or part of six Hooters® restaurants in its international territories (4 in South Africa; 1 in Australia; and 1 in Budapest, Hungary) with one additional location in Surfers Paradise, Australia expected to open before YE 2012. The Company's Budapest location successfully held its grand opening on August 27, 2012 with this location incorporating and showcasing the updated, more contemporary motif unveiled as part of the new Hooters® campaign.
The multi-year campaign to update the brand is called "Hooters 2.0" and in-part will target to increase female customers. Hooters® recently kicked off a new advertising campaign sporting a new tagline, "Feed the Dream." It has hired HBO's "Eastbound & Down" creator Jody Hill to produce new TV commercials that include ESPN football analyst Jon Gruden, a Super Bowl winning head coach and former Hooters® employee.
Moreover, Hooters® unveiled a revamped menu that includes nearly 30 salads, new varieties of burgers, and an "expanded line" of chicken wings. Lastly, it plans to remodel about 25 stores each year with an updated, more contemporary motif. All new locations, both domestic and international will take the form of a more contemporary prototype.
Chanticleer's Chief Operator in South Africa, Gordon Jestin, commented, "Although the Hooters brand is less than three years old in South Africa, the timing of this brand overhaul could not be better. The South African market is constantly looking for changes and reinvention. Since the inception of Hooters in 2009, our ratio of women to men has grown from 10% to approximately 25% at present. Marketing coupled with in house changes have played a part in this growth, however we continuously strive to increase our female guest count. The menu revamp is expected to assist in this regard; and our focus on cocktail menus and specific evening promotions also send the message, 'Everyone is welcome at Hooters.'"
Michael Pruitt, CEO of Chanticleer, commented, "While our existing international Hooters® restaurants in South Africa and Australia are relatively new compared to most U.S. locations, the new Hooters® branding and marketing campaign should only add to the early success of our business plan and model of opening Hooters® in our emerging international markets."
About Chanticleer Holdings, Inc.
Chanticleer Holdings is focused on expanding the Hooters® casual dining restaurant brand in international emerging markets. Chanticleer currently owns in whole or part of the exclusive franchise rights to develop and operate Hooters® restaurants in South Africa, Hungary and parts of Brazil, and has joint ventured with the current Hooters® franchisee in Australia, while evaluating several additional international opportunities. The Company currently owns and operates in whole or part of six Hooters® restaurants in its international franchise territories: Durban, Johannesburg, Cape Town and Emperor's Palace in South Africa; Campbelltown in Australia; and Budapest in Hungary.
In 2011, Chanticleer and a group of noteworthy private equity investors, which included H.I.G. Capital, KarpReilly, LLC and Kelly Hall, president of Texas Wings Inc., the largest Hooters® franchisee in the United States, acquired Hooters® of America (HOA), a privately held company. Today, HOA is the franchisor and operator of over 430 Hooters® restaurants in 28 countries. Chanticleer maintains a minority ownership stake in HOA and its CEO, Mike Pruitt, is also a member of HOA's Board of Directors. For further information, please visit www.chanticleerholdings.com or www.hooters.com and follow us on Twitter at @ChantHoldings or @Hooters.
Safe Harbor Statement
This press release contains forward-looking statements subject to the inherent uncertainties in predicting future results and conditions. Any statements that are not statement of historical fact (including statements containing the words "believes," "plans," "anticipate," "expects," "estimates," and similar expressions) should also be considered to be forward-looking statements. Certain factors could cause actual results and conditions to differ materially from those projected in these forward-looking statements. These factors are identified from time to time in our filings with the Securities and Exchange Commission. We undertake no obligation to update such statements to reflect subsequent events. Further information on our business, including important factors which could affect actual results are discussed in the Company's filings with the SEC, including its Annual Report on Form 10-K under the headings "Risk Factors" and "Management's Discussion and Analysis of Financial Condition and Results of Operations."
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Source: Chanticleer Holdings, Inc.