Restaurant chain Hooters is heading for Holy Land

By Steven Scheer

JERUSALEM (Reuters) - U.S. restaurant chain Hooters, known for waitresses in short shorts and tight tops, will open its first branch in Israel this summer, in the Mediterranean seaside city of Tel Aviv.

"I strongly believe that the Hooters concept is something that Israelis are looking for," Ofer Ahiraz, who bought the Hooters franchise for Israel, told Reuters on Monday. "Hooters can suit the Israeli entertainment culture."

At Hooters, scantily clad waitresses the company calls Hooters Girls serve spicy chicken wings, sandwiches, seafood and drinks.

Ahiraz said a specific location in Tel Aviv, Israel's most cosmopolitan city, had yet to be chosen, but he said it would not open restaurants near large religious populations, and they would not be kosher.

He said his plan was to open as many as five Hooters restaurants in the next few years, including one in the southern resort city of Eilat.

The Tel Aviv version of Hooters is expected to mimic most of the chain's other 430 restaurants in the United States and in 23 countries including China, Switzerland, Australia and Brazil.

Ahiraz said, however, he expected some minor modifications to meet Israeli tastes since U.S. chains have had a mixed response in Israel.

Food chains such as Starbucks, Dunkin' Donuts and Hard Rock Cafe failed, Kentucky Fried Chicken closed many locations, while others such as Burger King and McDonalds have thrived by altering their offerings to suit the Israeli market.