Featured Image Credit: Ethan Miller/Getty Images
Topics: Restaurants and bars, US Food
Ben Williams
The well-known chain Hooters is going through one of its biggest transformations in decades, but not in the way you might expect.
After months of corporate shake-ups, closures, and financial uncertainty, the world-famous restaurant chain known for its wings and unmistakable orange-and-white aesthetic is gearing up for a major comeback.
The new chapter comes courtesy of a leadership shift that’s seen Hooters of America rescued from the brink of bankruptcy. Earlier this year, the business was taken over by the Original Hooters, the group that opened the very first Hooters restaurant back in 1983, along with partners from Hoot Owl Restaurants LLC.
Between them, they now control 140 of the 198 restaurants across the United States, as well as 60 international locations. Altogether, the brand is valued at around $700 million in systemwide sales.
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And while the deal itself is big news, it’s what the new owners are planning next that’s set to make waves among fans.
As part of what they’re calling in their press release the ‘re-Hooterisation’ of the brand, the management team has revealed plans to overhaul the restaurant’s most recognisable feature: the iconic waitress uniforms. The skimpy bikini-style shorts that were introduced in 2021 are on the way out, with the company aiming to return to its roots and the look that first made the Hooters name famous.
In the press release, the group said it plans to ‘return the original look while staying true to the brand’s original beachy vibe and heritage’ when it comes to the new uniforms. According to Fox Business, this will see the return of the classic, more athletic-style shorts that long-time customers will remember from Hooters’ early days.
The company’s CEO, Neil Kiefer, has been open about his vision for the future, stating that they’re ‘taking back the Hooters name’ and that their goal is to make sure Hooters remains a place where everyone feels welcome.’
Speaking previously to The Wall Street Journal, Kiefer explained that while he wants the chain to remain ‘delightfully tacky,’ the new direction will avoid being overly revealing. He said: “I don’t think you’re going to see a bunch of butt cheeks hanging out.”
In a follow-up interview with Fox Digital, Kiefer added that the shorts were originally inspired by ‘dolphin shorts,’ describing them as a running-shorts style that both men and women would wear. Under the previous ownership, he said, they ‘went to the more revealing’ design, noting that the shorts ‘are supposed to be sized to fit appropriately’. Kiefer added: “They’re supposed to be athletic, not so much sexual.”
Beyond the uniforms, the management team is also teasing a refreshed menu that will see the return of some fan-favourite dishes alongside fresher, healthier additions.
As Kiefer summed it up: “We’ve done this successfully for over forty years and are beyond excited to rebuild trust one wing, customer, and one family at a time.”