The agency brought forth a commissioner's charge against Hooters claiming its hiring practices discriminate against men. Following an intensive four-year investigation the EEOC determined what executives had told them all along, Hooters only hires women as Hooters Girls. To date, Hooters has not received formal notification from the EEOC, however believes the matter is concluded. But this was not the end of the legal issues surrounding the Hooters Girl. Under the parties' agreement, Hooters will continue to be allowed to hire only women for the job of Hooters Girl.
Sex appeal is legal and it sells.
Newspapers, magazines, daytime talk shows, and local television affiliates consistently emphasize a variety of sexual topics to boost sales. Hooters marketing, emphasizing the Hooters Girl and her sex appeal, along with its commitment to quality operations continues to build and contributes to the chain's success. The Hooters system uses the Hooters Magazine , Hooters Girl billboards and television ads to advertise the concept. It also generates awareness through successful sports partnerships with the National Golf Association Hooters Tour and the United Speed Alliance Hooters Pro Cup racing series. These properties enjoy extensive television coverage and fan support.