Hooters' home delivery is the brand's attempt to entice more patrons who may be hesitant to visit the chain's many restaurants. The branding and publicity move is being done in hopes of drawing in more revenue by doing away with the polarizing issues associated with the restaurant chain. The idea is being heavily backed by Hooters CEO who claims that “Many people wouldn’t step foot in our restaurants, but they want our product.” The delivery of Hooters food will be handled by third parties including UberEats, DoorDash and Grubhub-Seamless.
Hooters began to test its delivery initiative in 2016 in just six locations, but as of 2017 the number has increased to 96 locations. This is not the only re-branding done by the restaurant as the company is actively cleaning up brick-and-mortar locations and offering craft beers on tap. This shift in brand is being done to fit in more with the modern consumer.