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Confessions from Hooters Sr. Director of Marketing: Game Day Crowds, Wings, and Fast Pivots

Melissa Fry, Senior Director of Marketing, HOA Brands, shares her take on the performance vs brand debate, nostalgia, and learning to pivot. 

Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.

Melissa Fry, Senior Director of Marketing, HOA Brands:

  • Game Day Crowds or Weeknight Regulars: Game Day Crowds. There’s nothing like the energy of a packed house on game day — jerseys, cheers, wings flying out of the kitchen. It’s organized chaos, and it’s where Hooters hospitality really comes to life.

  • Performance or Brand: Brand. Performance drives KPIs, but brand is what drives passion. At Hooters, the brand is the experience. That connection runs deep and is what keeps guests coming back.

  • Wings or Fried Pickles: Always wings. Whether it’s Daytona style or traditional hot, extra crispy… and don’t forget the ranch. They’re one of the reasons so many first-timers become regulars.

  • Fast Pivots or Long-Term Planning: Fast Pivots. In this industry, if you can’t pivot, you get left behind. I thrive in the fast lane — adrenaline and adaptability are part of the job description. I’ve mastered the art of the pivot with a smile.

  • Campaign Analytics or Consumer Behavior: Consumer Behavior. Campaign analytics tell you what happened. Consumer behavior tells you why it happened — and that’s where the real insight lives. Understanding what guests really want — that’s how you evolve, stay relevant, and surprise them in all the right ways.

  • Celebrity or Influencers: Influencers. We’ve always had influencers — we just called them Hooters Girls. Now we get to amplify their voices even more. Authentic, relatable voices win every time.

  • Limited-Time Offer Menu Item or Fan Favorite Classic: Fan Favorite Classic. There’s power in nostalgia. Fan favorites have staying power for a reason — they tap into memories. From wings and curly fries to our OG uniforms, some things are just better untouched.

 If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.

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