Through Tattle, the 39-year-old brand is now acting on real-time guest feedback for omni-channel experience improvement.

When COVID hit, Hooters switched from 90% dine-in services to 100% delivery and takeout within 48 hours. The successful shift kept the brand above water, but also introduced new challenges.

Hooters was opening itself up to a whole new customer segment that had never visited a Hooters location before. What are their expectations? Would they come back again? Can they become long-term dine-in customers when the pandemic is over?

“Post pandemic, we found a lot of customers that came to dine-in with us who actually tried our food for the first time through delivery providers,” said Chip Davis, Director of Operational Services at Hooters. “Reaching out to those customers after they dined with us was very important.”

And Tattle was exactly the solution they were looking for.

With Tattle, Chip and his team can dive into customer feedback data by day of the week, day part, ordering channel, geographical location and more. Knowing that the dine-in experience is their unique advantage, Hooters aims to have every dine-in guest feedback be 4 or 5 stars.

“Our managers use Tattle to know that if say, Tuesday sales are down during lunch, now we know it’s a guest satisfaction issue, and we have the data to look into exactly what’s causing the issue — Is it the Hooters Girls? Is it the food not being ready in time? We can zoom in to find out exactly why sales are down on a particular day or particular shift,” said Chip.

Meanwhile, Hooters is also embracing today’s off-premise challenges through operational optimization with Tattle’s help.

“We’ve since reduced our menu because some items take too long to make. If you aren’t fast, there are so many other options within ordering apps like Doordash or UberEats,” said Chip. “We’re re-evaluating the menu and improving certain processes that we were following for 39 years.”