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Hooters aims to rebrand as family-friendly restaurant
The chain is restoring orange shorts, original recipes and family-focused promotions after bankruptcy and a repurchase by its founders.
- Hooters CEO Neil Kiefer is spearheading a return to the chain's family-friendly roots following the founders' autumn 2025 reacquisition of the brand after Chapter 11 bankruptcy.
- Kiefer stated the chain deviated "further and further away from what the brand and the concept stood for" under previous management, noting thong-style uniforms "chased away a lot of customers."
- Company spokesperson Michela DellaMonica said the shift includes family-focused promotions like "Kids Eat Free" deals, while management enforces properly fitted shorts and ensures locations use the correct signature sauce.
- Despite the push for a family-friendly atmosphere, some locations continue hosting "bikini nights," a practice Kiefer told The New York Times he intends to end, though reporters observed these events at an East Brunswick, New Jersey, restaurant.
- The founders acquired approximately 140 locations to "re-Hooterize" the chain and restore its original identity, seeking to align all owned stores with the intended beach-themed concept for long-term stability.
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WSFA 12 News+3 Reposted by 3 other sources
Hooters is rebranding as a family-friendly restaurant, CEO says
CEO Neil Kiefer said the restaurant chain started as a beach-themed family-style restaurant.
·Montgomery, United States
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Coverage Details
Total News Sources32
Leaning Left5Leaning Right2Center20Last UpdatedBias Distribution74% Center
Bias Distribution
- 74% of the sources are Center
74% Center
L 19%
C 74%
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