Hooters just edged its chief competitor, Buffalo Wild Wings.
Hooters on Saturday will screen the historic boxing fight between Manny Pacquiao and Floyd Mayweather Jr. at two-thirds of its restaurants, despite the hefty $5,100 price tag for each location.
During its earnings call Tuesday, Buffalo Wild Wings said only a few of its locations would show the fight because of the high cost.
In a statement, Hooters chief marketing officer Carl Sweat told Business Insider:
Without doubt, Hooters is airing The Fight of the Century! ... While the investment is significant to make it happen, we want our guests to know that they can always count on Hooters as the sports-viewing destination that delivers the hottest events. This week we're offering a great deal at a majority of our restaurants for boxing fans to catch The Fight on Saturday.
There will be a $30 cover for customers, compared with the $20 charge at the Buffalo Wild Wings locations that will screen the fight. Hooters customers will be able to reserve seats in advance and will get a free fried pickle appetizer, according to Sweat. They will also get a $20 coupon.
In return, Hooters' sales may get a needed lift.
Screening the fight is also part of Hooters' overall strategy to attract more young customers, as Buffalo Wild Wings has.
Hooters also offered a limited-time menu during the men's basketball NCAA Tournament and improved its wing menu.
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