How Hooters scaled globally: 10 actionable tips from their COO

There’s room for everyone to improve… even the big guys. As an independent restaurant owner and operator, I found myself constantly iterating–adjusting our offering or our marketing, always trying to optimize. As it turns out, I wasn’t alone.

Even the biggest brands in the world have more to learn and, for HOA Brands, Larry Linen has been an amazing teacher.

Recently I sat down with Larry on the FULL COMP podcast to discuss his journey to becoming the COO at Hooters and the tactics, tools, and strategies he’s used to make Hooters a household name globally.

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Meet Larry Linen

Larry Linen is a seasoned restaurant industry executive with over 27 years of experience. In the late 1990s, he landed at Hooters, starting as a Manager-in-Training and worked his way up through various operational roles, including Director of Operations and Vice President, before becoming Chief Operating Officer (COO).

Under Larry’s leadership, Hooters expanded globally to five continents, achieving massive revenue growth while maintaining a unique brand identity. A strong advocate for promoting from within, Larry has helped cultivate a culture of empowerment and career development at Hooters, having developed a sea of leaders from what were initially hourly roles. Known for his strategic approach to franchise management and scaling, Larry has successfully guided Hooters through industry shifts, always emphasizing innovation, community engagement, and maintaining a customer-centric approach.

Here are my top ten takeaways from our conversation:

1. Adapt and seize opportunity

Larry’s career shift came when he realized bartending was fun, but not a sustainable long-term path. He transitioned into a managerial role at Hooters, initially planning to gain experience, but ultimately found himself immersed in building a career.

Take action: Reflect on your current role. Are you stuck in a “comfortable” position without growth potential? Are you working below your potential? Seek out mentors and opportunities that will challenge you, and don’t be afraid to pivot when the right one presents itself.

2. Value every role

Larry started in restaurant management by sweeping parking lots and worked his way up. His story shows that every position, no matter how small, is critical to a brand’s success.

Take action: Foster a culture in your restaurant where every role is valued. Show appreciation for all staff, from dishwashers to management, reinforcing that everyone contributes to the bigger picture. Build systems that automate that recognition so no one ever gets overlooked.

3. Promote from within

Two-thirds of Hooters’ management staff began as hourly employees, with many Hooters team members transitioning into corporate roles. Larry highlights the importance of recognizing potential and developing talent from within.

Take action: Identify potential leaders within your team and invest in their development. Establish clear career pathways and provide training to help employees advance.

4. Be transparent about failure

In his leadership role, Larry emphasizes the importance of transparency when it comes to failure. Leaders should be open about their mistakes and encourage staff to try new things without fear.

Take action: Create a culture that embraces failure as part of growth. Encourage staff to take calculated risks and ensure they know mistakes are learning opportunities, not dealbreakers.

5. Create a win-win culture

Larry believes in the power of mutual success, not only between franchisor and franchisee but also between employer and employee. His goal is to ensure that everyone in the chain wins, from corporate to field operators.

Take action: Evaluate your business practices. Are your employees and customers both benefiting? Look for ways to ensure both sides of any transaction—internal or external—come out ahead.

6. Empower your team to lead

Larry’s advice is simple: “Show your value, take on something outside your comfort zone, and make yourself more valuable.” By taking on roles beyond their immediate job description, staff can prove their worth and grow in the company.

Take action: Encourage staff to take ownership of projects beyond their usual responsibilities. Recognize and reward initiative, reinforcing that those who step up will be given opportunities for advancement.

7. Prioritize the guest experience

The “Hooters Way” is about creating a unique, memorable experience for guests. Whether it’s engaging conversation, sports talk, or ensuring personalized service, it’s more than just delivering food—it’s about connection.

Take action: Train staff to focus on guest interaction, not just transactions. Will Guidara calls it “one size fits one” hospitality. Create a warm, welcoming atmosphere that encourages return visits through exceptional service and personal engagement.

8. Don’t overwhelm your team

Larry discusses how overwhelm can cripple effectiveness, especially post-COVID when everyone is doing more with less. As leaders, it’s essential to provide direction and shield teams from unnecessary pressures.

Take action: Assess workloads and ensure your team isn’t overwhelmed. Provide clear priorities and support your staff by focusing on the most impactful tasks. When possible, take on burdens yourself to protect your team.

9. Keep innovating, but stay true to your core

Hooters has maintained a narrow and deep focus on its core offerings, such as wings, while testing innovations like stuffed wings or smoked items. Staying true to what works while experimenting with new ideas is key to long-term success.

Take action: Don’t stray too far from your core menu items. While innovation is important, focus on improving the products your customers love most before introducing new ones. Experiment with LTOs (limited-time offers) to gauge interest without committing long-term.

10. Engage your community

Larry emphasizes the importance of community involvement, from sponsoring local Little League teams to engaging in charity events. Hooters supports local causes, which helps build goodwill and brand loyalty.

Take action: Invest in your local community by participating in events, supporting local causes, or offering sponsorships. Building strong local ties not only helps with brand visibility but also strengthens community support.

Putting it all together

Larry Linen’s path from bartender to COO is a story of grit, perseverance, and adaptability.

To execute on Larry’s insights, start by assessing your leadership style. Do you promote transparency, encourage risk-taking, and foster an environment where everyone can succeed? Take steps today to promote from within, embrace failure, and engage with your community to build a stronger, more resilient business.

Click below to download our Essential Leadership Toolkit, providing you with a breakdown on how to implement these strategies.

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