Hooters Names Ohio Woman to 2027 Calendar Amid Store Closures

Key points

• Hooters announced Sophia Zullo as the cover model for the 2027 bikini calendar.
• The selection is considered an upset because the brand is consolidating in Florida, its state of origin.
• Only two Hooters locations remain in Ohio: one in Dayton and one in Mason.
• The company recently closed a 30-year-old store in Panama City Beach, Florida.
• The brand continues to release its annual calendar despite ongoing store closures.

Background

Hooters has faced significant operational challenges in recent years, including a bankruptcy filing and a strategic retreat to its roots in Florida. The brand has been closing locations nationwide as it attempts to reposition itself as a 'neighborhood restaurant.' This consolidation has led to a reduced presence in many states, including Ohio, where only two locations remain. The 2027 calendar announcement comes amid these broader corporate restructuring efforts.

Why it matters

The decision to feature an Ohio model on the 2027 calendar highlights the tension between Hooters' current operational strategy and its historical brand identity. While the company is closing stores in Florida and other regions, it continues to leverage its iconic calendar for marketing. This move suggests that the brand is attempting to maintain its cultural relevance and consumer engagement despite a shrinking physical footprint and ongoing financial challenges.

What to watch

Hooters will likely continue to release its annual bikini calendar as a key marketing tool. The company may also announce further store closures or openings as it continues to consolidate its operations. The 2027 calendar release will be a key indicator of the brand's ongoing marketing strategy and its ability to maintain consumer interest despite operational challenges.