Hooters rebrands after Chapter 11 to become family-friendly

The Hooters restaurant chain is undertaking a significant strategic shift to reposition itself as a family-friendly, neighborhood establishment, according to its leadership. This rebranding follows the company's emergence from Chapter 11 bankruptcy last fall and the return of its original founders to control approximately 140 locations.

CEO Neil Kiefer, who has been with the company since its 1983 founding, outlined the initiative, which the company calls "re-Hooterization." The goal is to return to what Kiefer describes as the brand's original concept: a casual, beach-themed restaurant centered on its Hooters Girls servers, good food, and a relaxed atmosphere. He stated the chain has always been a place frequented by families, singles, and couples, but that its image had strayed.

The changes involve addressing two specific issues Kiefer identified under the previous management, Hooters of America. First, the company is ensuring all locations use the chain's signature sauce, which is featured in about 70 percent of its menu items. Second, and more prominently, it is revising server uniforms. Kiefer said that in recent years, some uniforms had become overly revealing, resembling...