Hooters launches internal AI culture ally called Owlbert in pursuit of ‘guest-obsessed’ experiences

Greater efficiency is what most companies have in mind first and foremost when they move to implement AI. But a few forward-thinking companies see a deeper opportunity: using AI to reinforce and scale company culture as a pathway to better CX.

Cole Bastian, Senior Director of Learning and Culture at HOA Brands (parent company of Hooters), is one of them. He believes AI, when applied with intention, can drive employee engagement, build trust, and deliver a more consistent brand experience.

Humanizing technology: “Instead of thinking of AI as an abstract concept, think of it as an intern—someone who handles the routine tasks you’d normally delegate,” says Bastian. Framing AI this way, he adds, makes it feel less like a tool and more like “an actual team member that you're having a full-on conversation with.”

Creating a teammate: Hooters' philosophy led to the rollout of Owlbert, an AI tool built by Tattle and trained by Hooters, to support Hooters’ “guest-obsessed” culture. Instead of rolling out a faceless system, Bastian’s team brought employees into the process from the start. “We actually launched it that way with the pilot stores. We said, 'we have a new team member that you get to add into your staff, you don't have to pay for it,'” he shares. Employees named Owlbert themselves—and later helped shape its visual persona.

Appealing to the team: Their inclusive approach was intentional. "We follow a very simple philosophy. We start with answering the questions: how do we get people to buy in? How do we start with the appeal of change so that we can get the brain of our team members to focus on the positive aspects first?" Bastian notes.

By emphasizing how Owlbert would make jobs easier—and clearly stating, "this is not going to replace you. This is only going to help you"—the leadership team addressed concerns early and built genuine enthusiasm.

Scaling cultural coaching: As a result, they now have an AI that functions as a scalable coaching tool. "Instead of a manager having to take the time to deep dive into the data and identify where their biggest area of opportunity is, Owlbert is popping up and saying, 'I've already done that work for you. Here's what it is you need to focus on today to make the biggest improvement for your guests,'" Bastian illustrates.

Critically, Owlbert's operational improvement suggestions are made using Hooters language, sounding just like any other team member. That linguistic match makes Owlbert's suggestions a breeze to implement in practice and equips Hooters with a remarkably effective scalable coaching tool.

The targeted support is already making an impact: "Preliminarily, 13 out of 15 pilot stores that we've launched Owlbert in are seeing better customer experience rating scores than they had pre-Owlbert," says Bastian.

Culture first, tech second: Bastian cautions that technology should enhance—not replace—the human side of business. "You can't let AI get in the way of what human innovation and creativity can do for you, because that's where true business acceleration and transformation happens," he asserts.

Balancing tech and humanity is integral to the program's success. "In the world of guest service, true human connection is where the magic lies in setting yourselves apart," says Bastian. An AI-augmented approach further accelerates and enhances an already guest-obsessed culture, making time for what matters: innovation, creativity, and genuine connection.

A strong employee culture and clear service standards must come first. "If you don't, you can have all of this great technology, but it still won't deliver on the experience," warns Bastian.

Adventures ahead: With a nationwide rollout on the horizon, Owlbert’s role as a cultural enhancer is just beginning. Bastian envisions “the adventures of Owlbert” becoming a story of AI's impact, underscoring his belief that “humans plus AI is the future of work.”

“Owlbert is going to take flight across the country. This technology will help us transform how we deliver a guest-obsessed experience," explains Bastian. "It will provide our managers with the needed interventions to improve guest service in their restaurant based on the data their guests are telling them, pulled straight from our Hooters SOP and guest-obsessed cultural playbook."