Hooters eyes Rte. 18 site in East Brunswick

Restaurant with

hot wings & sex appeal applies for liquor license

BY VINCENT TODARO

Staff Writer

Offering spicy chicken wings and an element of female sex appeal, Hooters restaurants have gathered plenty of attention across America.

Though the so-called Hooters girls have not served any customers in Middlesex County, that could all change if a Hooters restaurant comes to East Brunswick.

Hooters has applied to the township for approval to purchase a liquor license, which according to the application would be used for a spot at 269 Route 18, where Pier One and other stores are located. Liquor licenses are hard to come by in East Brunswick, but one is available, according to Edward Cohen, economic consultant for the township.

Though Hooters of America, based in Atlanta, did not return a phone call or e-mail seeking comment for this story, the liquor license application states that Hooters is trying to purchase the license for use in a restaurant. R.J. Brunelli & Co., Old Bridge, a leasing agent that arranged the license sale, declined comment.

With Hooters’ controversial theme of female sex appeal, the Sentinel sought comment from several East Brunswick officials but was largely unsuccessful. Mayor William Neary said he preferred not to discuss the situation because he is a member of the Planning Board and did not want to prejudice himself in the event that a Hooters’ building application must be reviewed by the board.

According to the liquor license application, two managing members, Robert Morrow and Stephen Cox III, applied for the license, which would be used at the Pier One location, owned by the Haray Group. Cox could not be reached for comment.

The license is not being used at an operating business and has not been used since July 2002, according to the application. Cohen said the licenses are hard to get in the township, and major restaurant chains have avoided East Brunswick for that reason.

“In East Brunswick, a liquor license is so scarce, someone could buy it for an investment,” he said.

He said he has not spoken with anyone representing Hooters and confirmed there is no application before any township land use board.

Councilwomen Catherine Diem and Christi Calvano, told by a reporter about the license application this week, both said it was the first they heard of the restaurant possibly coming to East Brunswick and did not comment further.

Cohen said the application will require a number of approvals, including police approval, Cohen said. The Township Council will also vote on granting the license.

Cohen said Hooters is purchasing the license from Steven Zimmerman, who previously used it at a restaurant.

According to the application, Hooters does not own property at the location where the license would be operated.

Hooters of America Inc. has more than 375 Hooters franchise locations throughout the world, according to the company’s Web site. Several Hooters restaurants are operated in northern New Jersey towns and in south Jersey locations such as Atlantic City.

The company offers a lengthy defense of its operation on its Web site due to concerns that its name refers to a part of the female anatomy and that it uses sex appeal as a marketing tool.

“Claims that Hooters exploits women are as ridiculous as saying the NFL exploits men who are big and fast. Hooters girls have the same right to use their natural female sex appeal to earn a living as do supermodels Cindy Crawford and Naomi Campbell. To Hooters, the women’s movement is important because it guarantees women have the right to choose their own careers, be it a Supreme Court Justice or Hooters girl.”

But with female waitresses typically wearing low-cut, tight shorts and tank tops, Hooters does not deny that sex appeal is used.

“The element of female sex appeal is prevalent in the restaurants, and the company believes the Hooters girl is as socially acceptable as a Dallas Cowboys cheerleader, Sports Illustrated swimsuit model or Radio City Rockette,” the Web site says. “Sex appeal is legal and it sells.”

Hooters, which first began operating in 1983, employs more than 25,000 people, more than 15,000 of whom are “Hooters girls,” according to the site.

“Hooters hires women who best fit the image of a Hooters girl to work in this capacity. The chain hires both males and females to work in management and host, staff, service bar and kitchen positions,” the Web site says in response to criticism regarding its hiring practices.

It also explains the name.

“The chain acknowledges that many consider ‘Hooters’ a slang term for a portion of the female anatomy. Hooters does have an owl inside its logo, and uses an owl theme sufficiently to allow debate to occur over the meaning’s intent. The chain enjoys and benefits from this debate. In the end, we hope Hooters means a great place to eat.”