Hooters Debuts a $10 Combo Lunch Meal

If there were a word to capture the general vibe of the fast food landscape right now, it might be “scrambling.” In the face of inflation and rising food costs, consumers have increasingly come to view fast food as a frivolous expense, and America’s top fast food chains are racing to assuage customers of that notion. Over the past few months, McDonald’s released a $5 value meal, Burger King scooped it by releasing its own version earlier, Wendy’s upped the ante with a $3 option, and other chains like KFC and Sonic have followed suit with value-driven menus.

But now, full-service (i.e. sit-down) restaurants are entering the game — and you’d be hard-pressed to find a better chain restaurant value menu than the one that Hooters just unveiled.

Available now, Hooters’ newly affordable lunch menu features four combo meal options for $9.99 each. The meals include an entree, side, and the customer’s choice of fountain drink, iced tea, or lemonade. Hooters describes it as “the perfect blend of affordable prices and full flavors.” Customers must dine in on weekdays between 11 a.m. and 2 p.m. to take advantage of the deal. 

“We’re dedicated to delivering delicious food with exceptional value for our guests, proving that sometimes you get more than what you paid for at Hooters,” said chief marketing officer Bruce Skala in a press release. 

The meals don’t sound skimpy, either. 

Customers have their pick of a Buffalo Chicken Wrap with either curly fries or tortilla chips; a Quarter Pound Burger with curly fries; a Buffalo Chicken Salad with a choice of dressing; or a Grilled Cheese Sandwich & Cup of Chili. Beyond the drink included with each meal in the $9.99 base price, Hooters has included plenty of opportunities for add-ons and upgrades — a clever strategy that lures diners with the value proposition while also enticing them to spend more. 

Want bacon on your entree? That’s $0.99. Want to sub onion rings for the curly fries? $1.49. Want a side salad instead? $1.79. Want your beverage served in a commemorative Hooters cup? $1.00. None of these added charges are all that significant, of course, but if you want to keep the meal within “serious bargain” territory, you probably shouldn’t opt for all of them. 

Hooters spent the years since the pandemic finding all sorts of clever ways to stay in the black. When other chains were just starting to think about how to pivot operations amidst dining room shutdowns, Hooters was already spinning off delivery-only virtual brands and emphasizing takeout and delivery. 

Last year, the restaurant announced a strategic expansion with new locations in Nevada and Florida. And now, just when consumers are worried about spending too much, Hooters is offering a substantial midday combo meal for a price that hasn’t been seen at many fast-casual outlets for some time. Maybe in the near future, Hooters will be primarily associated with good value, rather than, you know, that other thing it’s known for.