Hooters Revamps Brand Focus to Attract Families and Over-60 Customers

Hooters Revamps Brand Focus to Attract Families and Over-60 Customers

Hooters is embarking on a significant transformation.

The popular restaurant chain recently announced that Hooters of America has filed for Chapter 11 bankruptcy. This move aims to facilitate a restructuring and a buyout led by its founder. Neil Kiefer, CEO of Hooters Inc., one of the two purchasing franchisee groups, shared his vision for a brand that is more appealing to diverse audiences.

Founded in 1983 in Clearwater, Florida, Hooters Inc. controls 22 Hooters locations in Florida and Illinois, with plans to open two additional establishments in Florida this year. The restructuring plan indicates that Kiefer’s franchisee group operates more than 30 percent of the domestic locations, including a substantial number of the highest-volume restaurants nationwide.

Striving for Brand Consistency

Neil Kiefer has observed changes at Hooters restaurants that stray from the original vision set by the founders. He pointed out inconsistencies in uniforms and operational standards across various locations. Speaking to Fox News Digital, Kiefer expressed concerns about how some of these changes do not align with the brand’s intentions.

For over two years, Kiefer and his associates have raised concerns about the iconic orange shorts worn by servers. He stated that while they had room to voice these issues, they lacked the power to enforce changes at the Hooters of America locations.

The original shorts were designed with an athletic look, Kiefer explained. However, he noted that a shift occurred over the years towards more revealing styles. Kiefer believes this shift is incompatible with Hooters’ aspiration to be viewed as a neighborhood restaurant, welcoming to families.

Changing Perceptions

Kiefer emphasized a desire to move away from the over-sexualization associated with Hooters. He described this as a misstep that has tarnished the brand’s reputation. While he acknowledges the brand’s history as a pioneer in the