I have to vent a little this morning and give my Lose-HerTM award to Riese Organization and its newest entree into the restaurant business - Hawaiian Tropic Zone. Why? a restaurant themed on Bikini Clad waitresses and nightly beauty pageants. What is so frustrating about this is that they are doing a lot right to capture the women's market - smaller portions, sharing meal options without any up-charge and lean menu selections - something all women and men for that matter need and want.
I took time to listen to the Wall Street Journal's interview - Will Bikini Themed Restaurant Attract Women? - with Mr.Dennis Riese, Chairman and CEO of the company. I would like to counter a comment that he make. From Mr. Riese's perspective, the reason that the Playboy clubs failed is that they had pictures of naked women on the walls and by US standards, that is pornographic (hardly, museums have naked women galore in them). Its all about context and what one expects when going to a particular venue, and its about trends in the market. Naked women are expected, tolerated and supported today in strip clubs across the US. Mr. Riese feels that the reason Hooters serves mostly males is that from the beginning, their choice of name positioned them for that market - I agree with that statement and they don't try to be anything but what they are. An important point about women is being lost in the new restaurant's marketing launch spin. The issue that really impacts Hooters and led to the Playboy clubs demise and I predict will, in the long run, minimize female support of this new venture is twofold. First, the Playboy club rose into popularity at a time when women were "in the home" and not "in the office" . It was supported by business men traveling around the world - business women travelers were few and far between in the 60's and 70's. It died because the culture of female professionals and their influence would not support it any longer. Second, the name choice aside, the reason that women don't want to go to Hooters is that they do not want to go out and spend their money on a dinner which subjects them to comparison from the minute they walk in the door. For some women, this dinner out is their only time to relax, talk and share time with their girl friends, boyfriend or husband. Do you think she wants to spend it being ignored or made to feel "less than". Current research shows women's dissatisfaction with Madison Avenue's continued obsession with blond, blue eyes, waif thin models and sex. OK, I have said it and I am sure I will be hit with comments. Lastly, will the restaurant get buzz...sure, will it get lots of coverage...sure, but female WOM - I doubt it. Ladies, I am ready to hear from you on this one.
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