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"When you first start off, people don't know you exist when booking their trip so it takes longer to hit their full potential," she said. "I'm not sure if people are turned off by the Hooters name. I think it's more that people don't know about the hotel."
Hooters has also installed newer slot machines and is now marketing its slot club to older gamblers.
"We started out with a certain set of assumptions and had to tweak those," Hessling said. "We've never lost faith in the brand."
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