Hooters is attempting a massive brand reboot – and it involves a lot less skin. In a surprising twist, the restaurant chain famous for its wings and scantily clad dressed “Hooters Girls” is officially rebranding. According to CEO Neil Kiefer, the goal is to shift back toward a wholesome, family-friendly vibe.
Yes, you read that right. Hooters wants to be your family’s new favorite neighborhood hangout.
In a recent interview with People, Kiefer insisted that the restaurant was never actually meant to be a heavily sexualized establishment. Instead, he blames private equity firms from the early 2000s for pushing the brand into provocative territory. He even noted that uniforms at certain Hooters locations had morphed into what essentially looked like thongs – something that deviated entirely from the company’s 1983 beach-bar roots.
To steer the ship around, the company has now launched an internal initiative they are calling “re-Hooterization.” The pivot officially kicked off with the return of the chain’s more modest, vintage 1980s orange shorts. Moving forward, the franchise plans to focus heavily on upgraded menu ingredients, simplified food options, and an approachable, inclusive atmosphere where parents feel comfortable bringing their kids with them.
Can a brand built entirely on “delightful distraction” successfully pivot to wholesome Sunday football dinners? Only time will tell if a fresh coat of paint and some longer shorts can get families back through the door.
What do you think? Would you take your kids to the new Hooters? Let us know in the comments.