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Brandweek says ‘Undercover Boss’ only had temporary positive impact on Hooters

hooters.0419According to Brandweek, CBS’s “Undercover Boss” only gave Atlanta-based Hooters a temporary boost in their image, based on a “buzz” meter. The hit show aired the Hooters episode Feb. 14.

Its current perception is no better than what it was in January.

Two other brands measured, 7-Eleven and White Castle (neither of which are available in Atlanta as retail stores) both showed measurable improvements in brand perception after their episodes aired.

Coby G. Brooks, the CEO of Hooters, had some problems on the episode, most notably with a franchise owner in Texas who made some female employees eat food off a plate without utensils to get off work early. It was a bit humiliating and the manager was not fired (then again, Brooks wasn’t in a position to do so since it was a franchise, something not explained on the air.). He also was surprised to hear some women say how much they found the chain degrading.

His solutions also didn’t seem very systemic, even if they helped some individual employees. The reaction on my blog after the show was decidedly mixed. Some were not impressed with his leadership skills and many felt he was living in the shadow of his late father, who built up the chain. It also doesn’t help that the chain is putting itself up for sale due to complications related to his dad’s estate.

Here’s how Brandweek explained how they make their weekly measurements:

The Brandweek Buzz Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores weigh positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week’s report also measures brands based on reputation.

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.

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12 comments Add your comment

1scorpianking

April 27th, 2010
8:15 am

first…he doesn’t come over as someone with a lot of business since.

jason

April 27th, 2010
9:06 am

A lot of business since what? Or did you mean “sense?”

Rodney Ho Moe

April 27th, 2010
9:13 am

Cody is a d-bag with no personality or leadership skills.

Tim Gunn Fan

April 27th, 2010
12:52 pm

If he was “surprised to hear some women say how much they found the chain degrading, he is out of touch with reality.

JTesla

April 27th, 2010
7:11 pm

He came across as a nice enough guy, if I wanted to hang out and have a beer. However, Tim Gunn Fan has it right, he’s a bit out of touch with reality if he was really surprised. I live in a market that Hooters only recently moved into (during the last 8 years) and I knew years before they came here that some women found the chain degrading.

Evander "Ho Chasin'" Holyfield

April 28th, 2010
12:53 pm

Rodney-You say that Brooks couldn’t do anything about the guy who degraded his female employees because he worked for a franchise “something not explained on the air”. I call BS on that. It most certainly was explained on the air. Go back and re-watch the episode Rodney…either you were too busy looking at the girlies in the orange pants or you were hitting the bong!

Maike Matt

April 28th, 2010
6:35 pm

Who cares if some women thinks its degrading. Hell some men think the food is horrible. No place is for everyone

just Me

April 29th, 2010
10:49 am

I watched this episode and was even more turned off to Hooters than I was before watching the show. The fact that the manager in Texas wasn’t fired on the spot or later in Cody’s office completely infuriated me. If Hooters thinks they can portray women in degrading positions and NOT have backlash, they are delusional!!

Rodney Ho Moe

April 29th, 2010
10:29 pm

they need to hire more sistaz to work there

NoBrainer

April 29th, 2010
10:48 pm

If he had no authority to discipline or fire the manager from Texas, why was he brought into corporate? It seems he would have had a clause in the franchisee agreement to pull the franchise. Why didn’t he meet with the franchise owner?

duh

May 19th, 2010
5:33 pm

HEY IDIOTS HIS NAME IS COBY NOT CODY.

conservative guy

May 19th, 2010
10:24 pm

After thinking I wouldn’t be caught dead in a restaurant LIKE Hooters my wife suggested we go there for dinner on my birthday while vacationing in San Diego. I was nervous while entering the place but that ended quickly when we were greeted with a big ” Welcome to Hooters, how ya all doing tonight ? ”
I found the place to be packed with customers, equally male and female and abuzz with friendly chatter. Actually the girls were dressed very attractively with most covering their chests more than I thought they would. The food was great for what it was and I had a blast. I didn’t feel uncomfortable being there with my wife and she has suggested we go there again. It is a free country and I understand how many women would be offended by Hooters. If they are, don’t go there. It has been my experience in life that almost every woman has used their sexuality to get what they want at one time or another. As for the manager in Texas, unfortunately too many men are crude pigs and he is a perfect example of that. As for degrading, I find slaughtering your unborn defenseless child, and finding it empowering infinitely more degrading than running around dressed like a cheerleader.