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10/31/2022

Hooters Teams Up with NASCAR Star to Launch Virtual Brand

Chase Elliott’s Chicken Tenders Available nationwide through DoorDash, Grubhub and Uber Eats.
Anna Wolfe
Senior Editor - Restaurants
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Hooters and NSACAR star Chase Elliott are shifting their partnership into higher gear by launching Chase Elliott’s Chicken Tenders, a virtual restaurant.

Nearly 200 Hooters restaurants throughout the country are now offering Chase Elliott’s Chicken Tenders, named for the 2020 NASCAR Cup Series Champion, exclusively on delivery platforms DoorDash, Grubhub and Uber Eats.

“I’m excited to launch a menu that fuels fans’ love for delicious Hooters chicken, starters and sides,” Elliott said. “I have the best fans in the world, so I know they will enjoy trying this cool new concept and make an order for race day or during the week like I do.”

Chase Elliott’s Chicken Tenders are prepared in a variety of flavors including 14 craveable sauces. These signature products are offered with ranch or bleu cheese, along with popular sides such as waffle fries or tots.

Additional boneless wings, chicken sandwiches, buffalo chicken salads and beverages will also be available in the virtual restaurant. Two fan-favorite starters – fried pickles and mozzarella cheese sticks – round out the menu.

Kitchens Heat Up with Virtual Brands

Genghis Grill, Dickey’s Barbecue Pit, Muscle Maker Grill, Fazoli's, Brinker International, Nathan's Famous, Chuck E. Cheese and Dog Haushave launched virtual brands as demand for off-premises dining soared. One of the most advantageous is Concept Entertainment Group's online food hall concept, which received HT’s Industry Hero Award. At MURTEC '22, Wow Bao, REEF, Kitchen United and Salt Partners shared their secret sauce for success behind their ghost and dark kitchen brands.

“Virtual concepts have been an important part of our off-premises growth strategy since 2019,” explained Marc Butler, SVP, Strategic Planning / Off Premise for Hooters of America. “Hooters is very well known for our great wings, but awareness is lower for other menu segments such as tenders, burgers and seafood. Incorporating Chase into this virtual concept will help us create greater awareness, attract a new audience and grow our business with racing aficionados who can share in food and fandom.”

“As the most popular driver in racing today, Chase has a fantastic connection with our restaurant clientele no matter where they are ordering our famous foods, so it’s a natural we’d create a line extension together,” said Hooters CMO Bruce Skala. “We’re launching the virtual concept out of 196 of our restaurants, so check your apps to see if Chase Elliott’s Chicken Tenders delivery is now available in your hometown.”

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