Hooters of America, Inc. is a concept restaurant franchising company, with more than 100 restaurants operating in North American, the great majority of which are located in the Southern United States. This research assessed the feasibility of establishing a Hooters franchise restaurant in Tiajuana, Baja California, Mexico.
The research found that the Hooters of America restaurant concept is a winner in the United States. The restaurant concept likely will also be a winner in Tiajuana, Baja California, Mexico because the preponderance of such an operation's clientele will be Americans from the nearby San Diego, California metropolitan area. An additional advantage for the proposed Hooters franchise restaurant in Tiajuana is that such a venture likely will not be affected by the challenges to the restaurant concept and the firm's hiring policies that hold the potential to cause problems for Hooters franchise restaurants located in the United States. Thus, it is concluded that the proposal to establish a Hooters of American franchise restaurant in Tiajuana, Baja California, Mexico is feasible, and it is recommended that the proposal be approved.
ESTABLISHING A HOOTERS OF AMERICA FRANCHISE IN TIAJUANA, BAJA CALIFORNIA, MEXICO
Hooters of America, Inc. is a concept restaurant franchising company, with more than 100 restaurants operating in North American, the great majority of which are located in the Southern United States (Hooters opens, 1993, p. 11). This research assesses the feasibility of establishing a Hooters franchise restaurant in Tiajuana, Baja California, Mexico. The findings of this research are presented in discussions related to restaurant concept and characteristics, market assessment, and feasibility recommendation.
Restaurant Concept and Characteristics
The concept and characteristics of Hooters franchise restaurants are described within the contexts of (1) food type, (2)...