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MURTEC 2021: Hooters Shares Off-Prem Efficiencies

Marc Butler, SVP, Strategic Planning/ Off Premise, HOA Brands, talks off-premises and virtual brands in this highly anticipated MURTEC Firechat.
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Restaurant tech leaders are pointing the way to the next wave of innovation. In this highly anticipated Firechat on day 1 of MURTEC, Marc Butler, SVP, Strategic Planning/ Off Premise, HOA Brands, shares recent tech initiatives that have made a difference at Hooters and its fast-casual concept Hoots Wings.

During this fast paced session, Butler shares how Hooters was able to pivot to 100% off prem and the lessons learned along the way. 


  • What HOA sees as a big growth opportunity in 2021
  • What worked and what didn’t work for off-premises.  “You don’t understand how broke something is ‘til you start pushing some volume through it,” says Butler.
  • How it leverages AI to remove a major bottleneck at the store level

Over the last several years, Hooters has been investing in ordering and delivery technology solutions that provide a seamless guest ordering experience, and last year selected FlyBuy to provide that same seamless curbside and in-store pickup experience. 


Butler is one of the dozens of speakers at MURTEC, a virtual event, April 13 and 14 at In the wake of rapid digital transformation, MURTEC is helping restaurants fully embrace the potential of new technologies. The education is hyper-focused on providing access to winning ideas, while the immersive networking reconnects you with industry peers. Join us and have some fun!

  • MURTEC Virtual Mixer:  Tuesday, April 13th at 4:15pm ET
  • MURTEC AWARDS "Happy Hour" Networking Reception:  Wednesday, April 14th at 4:15pm ET

This is a unique online event that you don’t want to miss. Registration is free to qualified restaurant technologists. Register now at

Editor's Note: This session is now streaming on demand, along with all the other great content from MURTEC, in the MURTEC Content Hub.  


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