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Food & Beverage Case Study

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The Challenge

Hooters was an unknown brand in Thailand when it first launched in the country back in April 2014. Our objectives were ambitious:

  • To raise Hooters’ brand awareness among Thai people (specifically Bangkok and Phuket residents).
  • To encourage tourists to visit Hooters Phuket more than one time during their average 7 to 10-day stay.
  • To help Hooters recruit staff before their opening.
  • To ensure high restaurant occupancy rate from the launch.

Our Approach

All out aggressive marketing communications strategy.

This called for content development for social media, website, print, and on the ground guerilla marketing activities.

We then put Hooters Phuket on the radar of tourists visiting the island destination. We did this by optimizing their website for search engines and rolling out a 6-month Google AdWords campaign targeting tourists in Phuket and aimed at placing Hooters as one of the “must do” attractions while in Phuket.

We used social media platforms in recruiting the most qualified waiting staff, kitchen staff, managerial staff as well as the famous Hooters girls for the establishment. In running highly targeted recruitment campaigns on social media, we were able to successfully recruit most of the staff needed 3 weeks before the opening of the restaurant.

Our teaser campaigns targeted Phuket residents and tourists which all led up to the grand opening on the 1st of June 2014. The net result of our combined efforts included the restaurant being fully booked from Day 1.






Post Launch

Our advertising campaigns now extend to targeting tourists from Russia, South Korea, China, Singapore, and Malaysia. And to keep Hooters Phuket on the map we continue running social media competitions, communicating special offers, and promoting events.

Key Results



New Facebook fans



Monthly social
media interactions



Monthly social
media reach



Facebook check-ins


Over 80%

Of organic and
viral impressions



Successful events


“ With our branch in Phuket being the first Hooters franchise location in the country, we needed an aggressive social media strategy to push Hooters on a large scale locally. Grey Alchemy took on this challenge for us and their efforts have proved fruitful for our business. Now one year on, our Facebook page continues to be a hit, bringing customers from all over the world. ”

Bok Shin
General Manager
Hooters Phuket

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