By Andre Jones
Hooters is shutting down a few of its stores after recent evidence has shown that millennials really aren’t that into boobs.
According to a recent Pornhub study, PornHub (PH) visitors between the ages of 18 and 24 are “19% less likely to search for breasts when compared to all other age groups, but visitors aged 55 to 64 are 17% more likely to search.”
“Could it be that millennials aren’t into breasts because, simply, they like big butts and cannot lie?", PornHub Vice President Corey Price jokingly asked in an interview with Mel Magazine. PornHub’s report indicated that the amount of breast-related searches amounted to a meager 1.5 percent of all searches on the site. "It’s not our job to speculate but rather provide compelling data for our fans to digest and draw their own inferences from,” he added more somberly.
Indeed, the data appears to pan out as Hooters has experienced a 7 percent drop in the number of their locations from 2012 to 2016 according to Business Insider. While Pornhub’s findings may facilitate a decline in business for Hooters, competing “breastaurant”, Twin Peaks (TP), shows no such decline in profit.
Texas-based, breast-centered restaurant chain Twin Peaks has actually experienced rapid growth in what appears to be a decline in the “breast/feeding” market. Last year, majority interest in the franchise was acquired by La Cima Restaurants LLC, a franchise holding company comprised of former Hooters CEOs. Twin Peaks was established in 2005 and has since grown to be Hooters’ staunch competitor. With 80 locations and an impressive 63 percent increase in sales between 2013 and 2015, according to Nation’s Restaurant News (NRN), they show no signs of slowing down.
“We’ve been taking the brand back to what the original philosophy was, trying to make sure our direction was narrow and deep,” said Twin Peaks CEO - and La Cima COO - Joe Hummel in an interview with NRN. “We’re obviously a demographic heavily skewed toward a male audience. We wanted to make sure we redirected our efforts into the lodge that we had originally.”
While their market share may have declined, Hooters has not been sitting idly by. They have been actively devising new ways to win over millennials by changing décor, updating menu items and even opening a “fast-casual” spin-off restaurant called “Hoots, a Hooters Joint” in Chicago, which features a fully clothed, unisex waitstaff.
In February, according to their website, Twin Peaks ranked number one on the monthly KNAPP-TRACK sales report, registering a full 2.1 percent above the industry average of restaurant chain performances.
Though Hooters may in trouble, it looks like Twin Peaks is on the rise – no pun intended.