In a comeback story few saw coming, the iconic restaurant chain Hooters has officially emerged from Chapter 11 bankruptcy — not just with a new lease on life, but with its original founders back at the helm. Declaring a mission of “re-Hooterization,” the returning leadership promises to leave the recent past behind and revive the brand’s original spirit. But what does that really look like in today’s fast-changing restaurant industry? Read on to find out.
Hooters founders reclaim brand after bankruptcy shake-up
Hooters Inc. announced Monday that it has finalized its acquisition of Hooters of America, officially reuniting the iconic restaurant brand under its founders. The deal closed on Friday, roughly seven months after Hooters of America filed for Chapter 11 bankruptcy protection. The filing came after years of financial strain, driven by rising costs, shifting consumer dining habits, and growing competition in the casual dining space. Despite efforts to modernize the menu and update its image, the brand struggled to regain momentum following the pandemic’s impact on restaurant traffic.
With the merger complete, Hooters Inc. now oversees about 140 locations across the United States and an additional 60 international restaurants, representing an estimated $700 million in systemwide sales.
The men leading Hooters Inc. aren’t newcomers to the orange shorts and hot wings legacy. Dubbed as the “Original Hooters,” they’re the same group that opened the very first Hooters restaurant in Clearwater, Florida, back in 1983. Over the decades, Hooters grew from a single beachside eatery into a global brand, eventually splitting into two entities: Hooters Inc., which managed the original Florida locations, and Hooters of America, which oversaw franchised operations nationwide.
In 2011, a consortium of private equity investors, including TriArtisan Capital Advisors and Chanticleer Holdings, acquired Hooters of America, marking the start of a new corporate era. Later, in 2019, Nord Bay Capital and TriArtisan took full control, pushing for modernization and menu overhauls. Despite these efforts, the brand struggled to maintain its footing in a rapidly changing dining landscape, leading to Hooters of America’s bankruptcy filing in 2024.
Now, four decades later, the founders have regained control, vowing to restore Hooters to its roots. “We’re not just acquiring restaurants — we’re taking back the Hooters name to show the world who we really are,” said Hooters Inc. CEO Neil Kiefer in a statement.
With the ink barely dry on the acquisition, Hooters’ founders are wasting no time putting their stamp back on the brand. Kiefer and his team have kicked off what they’re calling a “re-Hooterization”, a full-scale effort to restore the restaurant chain’s classic identity while modernizing its operations.
One of their first priorities is bringing back the signature look that made Hooters famous. The company confirmed plans to revamp its servers’ uniforms to “return the original look” of Hooters’ waitstaff, a move aimed at blending nostalgia with a refreshed presentation for today’s diners.
But the makeover isn’t stopping at the uniforms. Hooters also plans to roll out a “simplified” menu designed to emphasize freshness and quality, featuring salad dressings made in-house at each restaurant and hand-breaded chicken wings prepared daily. The updated offerings will spotlight the comfort food staples that helped define the brand in the 1980s — but with a cleaner, more ingredient-driven approach.
“Post acquisition, Original Hooters is focused on restaurant upgrades, exceptional service, equipment enhancements, and a streamlined menu built around better, higher-quality ingredients,” the company said in a statement.
Source: Business Insider