Hooters in Dubai

7107 MKT / Franchising

Can Dubai Handle Hooters?

To: Professor Lorelle Frazer

By: Hessa Alkaabi

S2598687

2007

Table of contents

1.0 Introduction………………………………………………………………………..3-4

2.0 Location…………………..…………………………………………………………..5

3.0 Background…………………………………………………………………………..5

4.0 Dubai's Trading Power…………………..………………………………………….6

5.0 Tourism Sector………………………………...……………………………………..7

6.0 PEST Analysis……………………………………………………………...……..8-17

6.1 Political Factor………………………………………………………….….8-9

6.2 Economical Factor………………………………………...……………10 -11

6.3 Socio-Cultural Factor……………………………………..…………….12-15

6.4 Educational Sector and Technology Sector……………………………16-17

7.0 Recommendations and Conclusion………...…………………………………..17-19

1.0 Introduction

Hooters is the name of two restaurant chains in the United States; American Restaurant and Hooters of America. It was established by 6 friends and opened on April Fool Day in 1983 Clearwater, Florida. Hooters have over 435 restaurants in the United State and another 22 overseas. The franchising fees of Hooters are $75, 000 per location and the initial investment is estimated by $80,000 to $1.5 Million (Hooters Franchise Information 2007).

Hooters mission statement is to provide a family of hospitality and services that achieves excellence and enhances lifestyles of all who come in contact with Hooters brand.

Figure 1

This is a photo showing Dubai Media City in Dubai,...

English: This is a photo showing airplanes from Em...

The resturant menu includes hamburgers and other sandwiches, steaks, chicken, seafood entrees, and appetizers. It also specializes in Buffalo wings. Despite the inumourase seccess of the chain through making more than 300 million $ in revenue in 1996 and launching Hooters Air in 2003; the chain is still accused by demening to women. Hooters serving staff is only waitresses famous as "Hooter girls". Hooter girls are waitress hired by the resturant and recognised by the tight white tank top with the owl picture on the front and an orange short runner shorts (Hooters 2007).

On the other hand, Hooters has an extensive public relations compaigns emphisising on Hooters Community Endowment Fund (Chiraty fund) and sposoring sports and athlatics. For the year 2007 Hooters opened a restaurant in Israel during the summer and soon to open the next restaurant in Dubai by the...