I'm thinking Cabela's, Best Buy or maybe even Buffalo Wild Wings (this would be my kids gifting to themselves) but isn't this a bit of a stretch for Father's Day? Mom, can you drive me to Hooters so I can get dad his Father's Day gift?

Hooters is naturally trying to get a piece of this year's projected $13.3 billion Father's Day consumer spend. Gift cards are on the rise and the NRF survey predicts more gift cards will be presented as Father's Day gifts than tools and sporting goods combined. Maybe next year they'll throw in a couple swimsuit calendars for the kids?

I encourage them to be competitive and try to cash in on Father's Day like everyone else, but I do think they should rethink who they are talking to. This message speaks to kids who are looking for ideas and makes them believe that this is really what every Dad wants for Father's Day. Hooters can try all it wants to edge itself into a family restaurant category but it will be a futile attempt as long as they use sex to sell. And that will never change.

A better approach would be to stay away from the kids and speak to the dads directly. The sign might have been more on target with these words, "Hey Dad, treat yourself for Father's Day".  That might work and it will avoid Mom having to explain to the kids why dad is not allowed to eat in that restaurant.