Just months after Hooters filed for Chapter 11 bankruptcy, something unexpected started appearing at several of its shuttered locations. Instead of new restaurant signs or leasing notices, fans were met with a familiar green owl promising “coming soon.” The unusual move comes from Duolingo, a brand known for its playful — and sometimes unhinged — marketing tactics. The takeover has sparked confusion, jokes, and plenty of speculation. Here’s what’s really going on behind the strange replacement.
Closed Hooters Get an Unexpected Visitor
After Hooters shut down multiple restaurants, four locations didn’t stay quiet for long. Duolingo stepped in with temporary installations at former Hooters sites. The move immediately caught attention because it was so unexpected. Seeing a language-learning brand replace a sports bar sign raised eyebrows. That shock factor appears to be exactly the point.
The Green Owl Makes His Move
Duolingo’s mascot, Duo the owl, is central to the stunt. Large banners featuring the owl and the words “coming soon” were placed over old Hooters signage. The brand leaned into Duo’s dramatic personality to sell the moment. According to Duolingo, the owl simply spotted “empty nests” and made himself visible. The result feels more like performance art than advertising.
Four Cities, One Confusing Message
The temporary installations appeared in St. Louis, Charlotte, Beaumont, and Galveston. Each location once housed a Hooters restaurant that has since closed. The consistency across cities suggests a coordinated campaign. Still, the lack of clear explanation left locals guessing. That mystery helped fuel online buzz and curiosity.
Inside the St. Louis Window Display
One location went beyond banners. In St. Louis, passersby spotted a Duo stuffed animal wearing a construction hat inside the restaurant. Next to it sat a printed “to-do list” filled with absurd plans. The display made the takeover feel deliberate and theatrical. It blurred the line between joke and marketing stunt.
Whiteboards and Fake Business Plans
In Beaumont, the antics continued. A video showed Duo sitting in front of a whiteboard listing so-called business opportunities. Most ideas were crossed out, leaving only a vague “hot wing business scheme.” The visual nod to Hooters’ past made the joke obvious. Again, it added to the spectacle without offering real answers.
No, These Aren’t Real Stores
As speculation grew, Duolingo addressed the rumors. The company confirmed these were temporary installations, not permanent retail locations. There are no brick-and-mortar Duolingo stores launching at these sites — at least for now. The brand emphasized curiosity as the goal. The confusion itself became part of the campaign.
Why Hooters Is Vulnerable Right Now
The stunt comes as Hooters navigates major financial changes. The chain filed for Chapter 11 bankruptcy in March. Its plan involves selling all 151 company-owned restaurants to a franchise group. This move is meant to help restructure roughly $376 million in debt.
Closures Spreading Across the Country
Hooters has been closing locations since at least 2024. More than 30 restaurants shut down this summer alone. Closures span over a dozen states, including Texas, Florida, and North Carolina. While the company says it plans to keep operating, the footprint is shrinking. Empty buildings made the Duolingo takeover possible.
Food Fans Start Guessing What’s Next
With no clear explanation, theories began circulating. Some speculated the signs hinted at an expansion of Duolingo’s existing restaurant venture in Pittsburgh. Others believed it was simply an elaborate prank. Duolingo hasn’t confirmed any long-term plans for the spaces. For now, the mystery remains unresolved.
A Marketing Stunt That Did Its Job
The takeover has achieved one thing without question: attention. By occupying abandoned restaurant spaces, Duolingo inserted itself into a real-world business story. The contrast between brands made the stunt even louder. Whether confusing or clever, people are talking. And that appears to be the entire strategy.
