Hooters undergoes family-friendly rebrand as CEO hits out at 'sexualised' uniforms
Hooters is set to become less of a ‘sexualised brand’ and more of a ‘family-friendly’ eating destination, with the chain’s CEO vowing traditional staff uniforms will return following the business’s recent reacquisition.
The international restaurant and bar chain, famed for its American diner-style menu, is synonymous with its front-of-house staff handing out food and alcoholic drinks in revealing clothing.
Last year, the establishment announced it was retiring its bikini nights - where employees would wait on tables wearing swimsuits instead of the standard tank top and shorts combo.
Following a Chapter 11 bankruptcy filing and a massive brand overhaul, Hooters is now working hard to establish itself as the ultimate ‘neghbourhood place’.
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The so-called ‘beach-themed’ institution, which centres around ‘the Hooters Girls and good food’, was described by CEO Neil Kiefer as an ‘easy place to relax’ and a favourite haunt for families, singletons, and couples alike.
“If you've ever been to a Hooters in Chicago or in Tampa Bay or in South Florida, you're going to see tons of families, tons of children. It's [a] tongue-in-cheek type of beach theme restaurant,” he claimed, as per People Magazine.
However, following the original owner’s decision to sell the chain’s intellectual property and contractual rights in 2001, the chain deviated ‘further and further away from what the brand and the concept’ originally stood for, he lamented.
Last year, Kiefer and the original owners reacquired the brand’s IP and around 140 locations. Plans are apparently in place to ‘re-Hooterize’ each and every establishment.
Speaking about the 2025 acquisition, Keifer said: “It wasn't so much a monetary thing. It was more like, wait a minute, we created this brand. We hate to see what they've done to it. We need to try to improve it.”
He said that the outfits that the servers were forced to wear had changed under the former owners from the early ‘80s dolphin running shorts to be ‘what appeared to be a thong’.
“That was never the intention when this concept started,” he claimed. “[The shorts] were a sporty athletic look at the time, and I think in the last 10 or 15 years, a lot of the country has seen a more sexualised version of that. That chased away a lot of customers.”
Kiefer claimed that while there is ‘nothing wrong’ with a pair of fitted shorts, he does see an issue with staff members serving food to families in ‘a thong type of uniform’.
He added he and fellow staff members were now ‘trying to make’ the American institution ‘more friendly to everybody’ by changing the uniforms, but that it would ‘take time’ to win customers back and regain trust in communities.
“We're having success, but it's a long road to climb out of it.”
Social media users have reacted to the news that Hooters is going in a more family-friendly direction, with one X user typing: “The name alone is already fighting against the rebrand. At this point just rename the restaurant.”
A second said: “Actually they should just lean into what they are and try to improve the experience. Hot take: not everything needs to be ‘family friendly’ to their credit on the branding side it’s so strong that no one will ever really associate Hooters with being family friendly.”
“It’s already family friendly,” argued someone else.
A fourth replied: “I think Hooters has potential to be the next Cracker Barrel.”
Last year, Cracker Barrel reverted to its original logo after floating the idea of a new identity to fans.
The US chain, known for its classic Southern menu and respective décor, debuted the brand refresh to backlash in August 2025.
Following the fallout, Cracker Barrel thanked fans and customers for ‘sharing’ their thoughts on the minimalist rebrand and announced they were reversing the design decision.
“We said we would listen, and we have. Our new logo is going away and our 'Old Timer' will remain," it said.
"At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
US President Donald Trump even got involved, writing on his social media site Truth Social: “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again.”
Topics: US Food, Restaurants and bars, News
Ella Scott