November 2014
| Business World
29
ny calls “core items,” which leaves about 15
percent of the selections open to regionaliza-
tion, subject to review and approval by the
Hooters product development team. Often
the biggest variances take the form of locally
brewed beer assortment. However, it is often
important to include locally relevant food
items to meet the tastes of the local customer
base.
These "exceptions," while often important,
are only approved after careful consideration
of concept relevance. Too much deviation
and you've lost the brand, says Whittle. And
while exceptions are granted to optimize
item assortment, don't look for compromise
when it comes to quality. "At the end of the
day, we are in the restaurant business," Whit-
tle says. "We serve great tasting, fresh Ameri-
can fare that is perfect for socializing with
friends and family. That is what our guests
expect from us in every corner of the world.”
THE PURSUIT OF
HAPPINESS
There is one core offering for which there
will never be a substitute: the world famous,
iconic Hooters girls. Hooters girls are not
just the face of our brand, they are part of
Americana, and people all over the world
visit Hooters for a uniquely American expe-
