In the ever-competitive world of fast food, scrambling is certainly the order of the day. With consumers casting a wary eye on rising food and inflation costs, fast food no longer presents as a tempting trifling splurge. Now, the titans of the burger world such as Burger King, McDonald's, Wendy's, and the like, are in a constant sprint, trying to validate their brands as pocket-friendly. Constantly innovating, these titans have unveiled value-driven meals that cater to the penny-wise sector of consumers.

Yet, the fast food giants have a new player on the pitch - full-service restaurants. And, among the variety of chain restaurants out there, none could trump what Hooters has whipped up.

Hooters has launched a new frugal lunch menu, readily available, comprising delectable $9.99 combo meal options. The culinary venture includes your chosen main course, a side, capped off with a beverage, featuring options such as iced tea, soda or lemonade. Celebrating affordability enveloped in a flavorful explosion, the new Hooters menu requires customers to dine in from 11 a.m. to 2 p.m. on weekdays.

Bruce Skala, Hooters' Chief Marketing Officer, expressed his thoughts in a press release, stating, "We’re committed to crafting food that encapsulates quality and affordability, something sometimes you get more than what you bargain for at Hooters."

The new menu isn't lacking in portion size, or taste. Patrons can choose from a tempting Buffalo Chicken Wrap served with either tortilla chips or curly fries; a Quarter Pound Burger with curly fries; a taste-bud tantalizing Buffalo Chicken Salad matched with a dressing of your choice, or a comforting Grilled Cheese Sandwich coupled with chili. Alongside the meal's base price, customers are given an array of add-ons and upgrades, encouraging the belief in getting a quality meal for less while simultaneously nudging them to spend more.

Craving bacon on your meal? That would be an extra $0.99. Wanting to replace your curly fries with onion rings? That's $1.49. Settling for a side salad? Then spend $1.79 more. Beholding your beverage in a keepsake Hooters cup? $1.00. None of these add-ons would affect your budget significantly, but to keep the combo in the "steal deal” range, be careful about opting for all at once.

Hooters has been relentlessly innovating to remain profitable amidst the pandemic. While other restaurant chains were finding their feet towards operational adjustments during dining room closures, Hooters found success in establishing delivery-only virtual brands and promoting take-away and delivery.

A year back, Hooters unveiled a strategic expansion plan involving new locations in Nevada and Florida. Now, with people more wary than ever about overspending, Hooters is turning the tables by offering a substantial midday meal at a price unseen in fast-casual outlets for some time. Perhaps it won't be long before Hooters is heralded for offering value for money, along with being known for that other thing it’s quite famous for.