When was the last time you were served by a male waiter in an Ethiopian restaurant?
If you are like me, only once; and in that instance the waiter happened to the owner of the restaurant. Ethiopian restaurants servers, in general are only females. Of course, I am talking about the restaurants here in the United States. I have not been to every restaurant, but I have been to many in different cities.
Hooters is the brand name of a popular restaurant based in the US plus 13 other countries throughout the world. The marketing strategy is brilliantly masterminded to serving bad food with a beautiful young woman in scantly clad clothing. “Hooter girls ” are chosen based upon their breast size, as well as all round good looks.
If small-chested, they may be asked to pad their bras. They are instantly recognizable by their uniform of a white tank top with the Hooters owl logo and the location name on the front paired with the famously short orange runners' shorts. Originally, the T-shirts were white cotton, pulled tight, and knotted in the back to emphasize the breasts.
The qualifications to be a “hooters girl” are controversial, as it is objectification of woman at best. The number of past and pending sexual discrimination law suits is astounding. At the end, it is legal in almost all countries.
In Washington D.C. Metro
There are over 50 Ethiopian restaurants, most marketed directly to Ethiopians. Increasingly, I have noticed that some are exploring outside that of the traditional marketing strategy. Some like Zed’s Ethiopian Restaurant and others advertise only to non-Ethiopians. Some have nightly entertainment; some have big flat screen television screens with Ethiopian music videos.
The traditional marketing philosophy of “serve good food and they will come” has become antiquated. Good service has never really corresponded with Ethiopian restaurants, atleast not in the US.
The new philosophy seems to be “a kitfo served with a beautiful young Ethiopian tastes much better than just a kitfo.”
In addition, I think they might be right, as I prefer Madjet to Roha . Madjet servers are younger and more Konjo!
Published by Nolawi April 14th, 2006 in Design and Food.