Hooters restaurants are undergoing a significant rebranding, shifting from their spicy image to a more family-friendly 'neighborhood place.' The chain, known for its female servers in revealing uniforms, is returning to its original concept as described by CEO Neil Kiefer: 'a beach-themed place centered around the Hooters Girls, good food, and an easy place to relax.'
Return to Roots
Kiefer, who has been involved with Hooters since 1983 and served as CEO since 1992, explained that the brand's early identity featured servers wearing dolphin-style running shorts, popular as swimsuit cover-ups in the early 80s. This matched the chain's beach-themed concept and established a laid-back, coastal identity. However, over the past 10 to 15 years, the image became more sexualized, driving away customers.
Ownership Changes and Challenges
A major shift occurred after the original owners sold Hooters' intellectual property and contractual rights in 2001. Private equity firms then operated locations under the Hooters of America name, leading the brand away from its original concept. Hooters has faced discrimination lawsuits, setbacks during the 2008 recession, and the COVID-19 pandemic. After Hooters of America filed for Chapter 11 bankruptcy in fall 2025, Kiefer and the original owners reacquired the brand's intellectual property and about 140 locations, with plans to 're-Hooterize' the chain.
Correcting Past Mistakes
Kiefer noted that the Hooters of America locations had several issues, including using the wrong sauce on food—about 70% of products feature that sauce—and changing server uniforms to what appeared to be thongs, which was never the intention. The rebrand aims to restore the 'right sauce' and appropriate uniforms, making the dining experience more friendly for all.
Despite the notorious uniforms, Kiefer insists Hooters has always been family-friendly. A recent New York Times article highlighted a New Jersey location offering a 'Kids Eat Free' Saturday deal, while also hosting occasional 'bikini nights.' Kiefer emphasized that the restaurant is a 'tongue-in-cheek beach theme restaurant' welcoming families, singles, and couples.
Future Vision
Kiefer acknowledged the double entendre of the name, inspired by a Steve Martin joke, and stated that while it was acceptable humor, the brand was oversexualized in recent years. Now, the chain is correcting that by focusing on its original identity: a relaxed spot with good food and Hooters Girls in properly fitted shorts, not thongs. 'Just trying to make it more friendly to everybody. No one's going to be insulted,' Kiefer added.
