The world's biggest Hooters has opened its doors right here in Liverpool, and the owner and staff are determined to thwart preconceived notions about the company.
Hooters is a legendary - and controversial - American brand founded in the 80s. Its mantra, 'Hooters makes you happy', extends to a hearty food menu, extensive drinks options, and beautiful, attentive staff sporting arguably one of the most infamous uniforms in the entire hospitality industry.
For Rachael Moss, director and owner of Hooters Liverpool, the restaurant's launch in her home city has been a decades long ambition. The mum-of-three, a barrister, first stepped foot in a Hooters in 2002 and was instantly "obsessed" with the concept.
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Speaking to the ECHO, Rachael, of Beauvoir Developments Limited, said: "I went to my first Hooters in 2002 in Orlando and became guest obsessed. I walked in and I'll never forget the lady, she blew me away. She sat down right next to me, gave me her name and really spoke with me.
"I was shocked and pretty astounded by how marvellous it was. The food was unreal - it was beautiful hot food, ice cold beer, and excellent customer service. There was nothing like it in England.
"Why do we not have that amazing, sparkly service here? In England, across the board, it's socially acceptable to not give that wonderful, dedicated service and it's understandable - they're overworked and tired and it's just the norm not to interact with customers in that American way."
Rachael knew she'd "always go back to Hooters" and, after a little while in an entirely different industry, thought she should "just do it". She tracked down the business owner's email address and penned "one of the best emails [she'd] ever written in [her] life".
She continued: "You never look up in your own city and I did and thought, 'actually, this is pretty sensational', so I pitched England to them. England had one [a Hooters] in Nottingham but I thought it was time England experienced the same thing as the rest of the world.
"Who doesn't like hot food and cold drinks, and a smile with their service? It's a very basic, simple but phenomenal concept."
That concept, which is heavily based on female sex appeal, has seen the company and its staff come under fire, with many branding the uniforms sexist and rooted in misogyny. The way the staff look is a big factor in attracting guests but for Rachael, it's all about choice.
The uniform consists of a white t-shirt or tank top emblazoned with the Hooters logo and the venue location, teamed with a pair of small orange running shorts; tan tights; crisp, white socks, and matching trainers. The women have the choice to wear slightly smaller shorts - reminiscent of briefs - and tops with long or cap sleeves in addition to the famous tank top. The mandatory tights are very thick, creating the illusion of tanned, bare legs while keeping the waitresses a little more covered up than they may first appear.
For Hooters waitress Nina, an 18-year-old law student, the iconic uniform is something she is proud to wear. She told the ECHO: "I love it, I used to work in Greggs and I was a server and I felt rubbish all the time - I had no confidence and now I come here and I feel myself and I feel beautiful.
"I'm a feminist but even so, I have so many people online asking me how I can be a feminist and work here but those two things can exist together - feminism is about choice. When it comes to objectification, it shouldn't be the girls being objectified that are judged, it should be those who do the objectifying that face scrutiny."
The ECHO was told 1,600 women applied to work at Hooters when its arrival in Liverpool was confirmed. Training for successful applicants began in September, before the venue opened its doors in November. The staff are quick to speak about "sisterhood", praising the attitude and close knit nature of their new colleagues.
Nina said: "The people I work with, it's such a female-orientated environment and it's run by a woman who understands us. There's been so many work environments that are so demanding and gruelling, and mental health isn't looked after but here it's totally different, it's supportive. I'm a law student and have a heavy workload and Rachael is so understanding about that.
"People are taking away from that now - I've gone to women's marches and suddenly I'm met with this media storm after getting a job I want to do. People are condemning women who work at Hooters and wear little shorts to serve chicken but there's a lot of fights in the [feminism] community itself. I'm a radical feminist - what's more empowering than being able to work as a woman, do what you want, and make your own money?"
Such sentiments are echoed by Rachael, who is keen for the women to feel confident and content in their place of work, which extends to their safety. The staff have a dressing room where they get changed before and after each shift, ensuring they blend into the crowd when they arrive or leave, and won't be singled out or identifiable when out and about in the city.
While on shift, each 'Hooters girl' only covers four tables to ensure they're not overworked and can devote enough time to each customer. Staff from American branches were flown over by Hooters to assist with the Liverpool launch.
Rachael explained: "Hospitality is a very hard and tough job. This is the mantra, 'Hooters makes you happy', but that starts with my staff. If the staff and customers are happy, that's contagious.
"Hooters hostesses only serve four tables; they'll sit down and write their name so you know who you're talking to. That's part of the training and they can do that because they're not overworked. The girls only carry one plate in one hand, I want them to be comfortable. People make cut backs in their business but we over-employ."
Hostess Roisin agreed. She said: "I love having a workspace where I can wear what I want - I feel gorgeous and I feel very me. I've never been happier than working here. It's a really lovely place to work - we're all friends. It's such a nice environment to work in - you'll never work a day in your life if you're having fun."
After visiting the venue and spending several hours there, it was clear to see the staff and customers were very much on the same page. There was a blend of people from all ages, genders and backgrounds, laughing, chatting and tucking into Hooters' famous wings and burgers.
The restaurant is family friendly, with children welcome and catered to with menus complete with colouring and other such activities - another common feature adopted from American hospitality. There was an excited and carefree atmosphere, with entertainment coming from sports screens that are visible from every seat, as well as a jukebox that can summon the 'Hooters girls' to complete dance routines to a variety of popular songs.
The staff are welcoming, extending warm, genuine smiles to customers. They're keen to chat but they never impose - this is still England, after all, and many of us enjoy being left alone when dining.
Some preconceptions are accurate though - if you go to Hooters, you're absolutely going to see classically beautiful women with very similar body types, sporting the famous, tiny uniform. It's not the place to go to see body diversity; with the uniformed look of the hostesses a common characteristic of the brand.
Many people have strong opinions on the company, whether they've stepped inside a Hooters restaurant or not. Ultimately, Hooters Liverpool is a self-aware, friendly and welcoming restaurant that aims to offer something for everyone, with director and owner Rachael Moss determined to ensure her staff are protected at all times.
Customers know what to expect, and the women who work there seem happy and confident in their choices. Rachael added: "I felt at home in Hooters. Liverpool and Hooters are the same, we're friendly, we're hospitable and we're hilarious. It's very tongue in cheek here, nobody takes themselves too seriously."
So far, the people of Liverpool who've attended the venue have found it to be a fun place that's aware of its own gimmick. Let's hope it stays that way and that the women who choose to work there are respected, no matter what they're wearing.
Hooters Liverpool is based at New Zealand House, 18 Water Street, Liverpool, L2 8TD.
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