案例库 · 战略与领导 · 战略决策 · 2003–2006
这条还没译成中文，下面是英文原文。
Hooters Air flew for three years and cost its owner $40M
Hooters of America bought an airline to be a flying billboard; launched March 2003, scheduled flights ended January 2006 after Katrina-era fuel spikes.
Hooters Air · Hooters of America · 2006-01
怎么回事
Hooters Air was the idea of Robert Brooks, owner of Hooters of America, who bought charter carrier Pace Airlines in December 2002 to fly as a billboard for the restaurant chain. Launched on 6 March 2003 out of Myrtle Beach, it served 17 destinations with a $129 flat fare, 34-inch seat pitch and Hooters Girls selling merchandise in the cabin.
The airline targeted golfers and leisure flyers, but the economics turned when fuel prices spiked after Hurricanes Katrina and Rita in autumn 2005. On 9 January 2006 all scheduled service was suspended; the final flight, Myrtle Beach to Newark, operated on 17 April 2006.
The venture cost Hooters of America an estimated $40 million. Pace Airlines kept flying charters until September 2009, but the branded airline lasted under three years — a restaurant's brand awareness filled seats briefly and covered none of an airline's costs.
为什么会这样
- The brand was the only strategy: a flying billboard assumed recognition would convert to loyalty, at a full airline cost structure.
- Fuel broke the model: post-Katrina and Rita price spikes hit a leisure carrier with thin margins and no hedge.
- One owner's money ran out: the airline lived on Hooters of America's wallet, and $40M was the limit of the appetite.
教训
A restaurant brand can sell tickets once; it cannot pay for fuel: Hooters Air cost $40M and closed inside three years when Katrina-era prices hit a thin-margined carrier.
后来呢
Pace Airlines charters ran until September 2009. Hooters Air remains a standard example of brand-extension ventures that mistake recognition for demand.
资料来源
- Wikipedia — Hooters Air (commenced 6 March 2003; owned by Hooters of America, operated by Pace Airlines bought December 2002; 17 destinations; estimated $40M cost to Hooters of America; scheduled service suspended 9 January 2006; ceased 17 April 2006; fuel costs after Hurricanes Katrina and Rita cited; Pace charters until September 2009)
- Simple Flying — The Story Of Short-Lived US Carrier Hooters Air (launched 6 March 2003 by Robert Brooks after buying Pace Airlines December 2002 as a 'flying billboard'; targeted Myrtle Beach golfers; $129 flat fare, 34-inch pitch; fleet of Boeing 737s and a 757; Hooters of America lost $40M; suspended 9 January 2006, ceased 17 April 2006; fuel spikes from Katrina and Rita; Pace charters until September 2009)
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