Undercover Boss from Hooters

Undercover Boss from CBS was a hit last week when it debuted after Super Bowl 44, and it appears that the series just might be the next big reality show on television.

This week (Feb. 14), saw Coby Brooks, President and CEO of Hooters, go undercover in his own restaurants across Texas and Georgia. Brooks used the alias "Scott Archer" as he traveled with a camera crew to document entry level jobs while staying in Budget Motels for the week.

Brooks makes a habit of visiting various restaurants and tries to be at every Grand Opening that he can get to so there was a bit of concern that he would be recognized. Brooks held a board meeting before going undercover to inform those who work directly under him that he would be gone for a week and why. The room was a little shocked but supportive at the same time.

The first stop on the undercover week was a Hooters in Dallas, Texas. His entry level job was in the back of the restaurant, cleaning and helping to prepare some of the food. It had been more than 20 years since Brooks had worked in a kitchen, by his own admission, and he soon discovered that he could not keep up with the fast paced work that he had signed up for. The days work left him very tired and a bit sore. The manager of the restaurant had a background in the Marines and law enforcement so he ran a tight ship. He liked "Scott Archer" but sent him home early, basically firing him. The manager told the camera crew, "Would I hire Scott Archer? I'm leaning toward 'no'".

For us, the television audience, you feel bad for Brooks for being let go like that but it is also a bit satisfying knowing that Brooks is attempting to find out what needs work within his company and within his own conceptions .

The next stop for Brooks took him to Atlanta, Georgia. Two of the female employees and Scott Archer were sent outside the restaurant with some buffalo wings to talk to the public and hand out free food, a marketing gimmick that is used to interest the public in the restaurant. A few of the women pedestrians expressed that they believed Hooters to be demeaning to women, whether it be the short shorts with the tight tee for a uniform or the name of the restaurant itself, and one made the comment that she would not feel comfortable seeing any female relative working there. The female employees did not mind the uniforms but Brooks had to face the fact that many Americans have preconceived notions about his business that he needed to work on. It appeared to hit him hard as the camera rolled on.

The next stop was South Arlington, Texas. Scott Archer took on a job as an assistant manager trainee. This particular restaurant had a manager that Brooks could not stomach too well. The manager not only did not leave a good impression, he actually carried on in a sexist and tyrannical manner with the female employees. Before every shift the manager had the girls line up for an inspection, criticizing them if their hair, makeup or nails were not perfect. When the afternoon rush had tapered off, it was normal to send some people home because there was not enough work left to do. It was not surprising to Brooks to see girls get sent home early but what was shocking to him was the manner in which the manager chose who would go. The manager had something called "reindeer games" in which he would make the girls humiliate themselves and the one to win was allowed to leave early. Plates of beans were set out and the girls were expected to eat the beans without using their hands, similar to a dog eating off of a plate. Brooks was obviously angered by this and if he had not been undercover he may have actually fired the manager. Brooks did leave the restaurant long enough to make a phone call to the franchise owner and report the incident and that something needed to be done. The call was not made by Scott Archer, the employee, but by Coby Brooks, President and CEO.

The next stop was to Ft. Worth, Texas. Once again, Brooks took on an assistant manager position, this time with a female manager. The manager had been a "Hooters Girl" and had worked her way up so she understood her employees and had good relations with them. Brooks learned how demanding the job is for a single parent (manager) and how much has to get done in order for everything to run smoothly. The stress that the manager's position came with was more than what Brooks felt it should be.

The last stop was back in Atlanta, Georgia, where Hooters brand sauces, etc. are made. The plant manager knew Brooks so he had to meet with her before starting work to let her in on his undercover job. Another long term employee snuck Brooks in and Scott Archer started his day. Brooks learned that morale in the plant was low, partially due to the fact that Brooks' father used to come by to visit employees before he passed away three years ago. Coby Brooks has not done this as his father did and the employees are of the opinion that the company is not as family oriented and friendly as it used to be. Brooks spoke to the manager about this before leaving and decided that visiting the plant more often was a good idea..

Brooks finished his week undercover with a good sense of what he needed to do and when he returned to the boardroom he began to put things in motion to improve his company. He called in most of the people he had worked with on camera to "out" himself and explain what he had in mind as far as changes in the company.

The first manager Brooks had worked with was praised for his dedication and service to our country. Brooks informed him that a $50,000 donation would be made in his name to a veterans' charity that worked to help veterans readjust to life after military service.

The two women who worked with him on his first trip to Atlanta were asked if they would help in a marketing campaign to educate the public to what Hooters actually is and what they do to help the community. The perception of some people on the sidewalk in Atlanta about Hooters being demeaning to women was taken to heart. The new marketing campaign includes the "Orange Pride Training Video" featuring the same two women from Atlanta.

The manager with the "reindeer games" in South Arlington, TX., was not too happy with the impression he made on the boss and was very defensive, attempting to justify his actions. Brooks made it clear that an apology to his staff was necessary and left the impression that his style of management was not acceptable.

The female manager from Ft. Worth was shocked that all this had happened and even more so when Brooks told her that the company was going to send her on vacation to any place she wanted to go. The stress level she was sustaining was too much and Brooks wanted her and her children to spend quality time together and he was going to foot the bill. The only thing he wanted her to do, other than tell him where she wanted to go, was to send pictures.

Unfortunately the show was running over the time allotted so we did not get to see Brooks visit the plant in Atlanta.

Brooks and his upper management team called employees outside, as in the first showing of "Undercover Boss" and Brooks told everyone what he had been doing, complete with a giant screen to show video clips. He let everyone know of his intentions and what he planned to do to improve the working environment for all Hooters employees.

Coby Brooks lost his father and then his brother within the last few years. He is a single father and the sole owner to all legal rights to Hooters.