Hooters Founders Shift Focus Back to Family Appeal
After reclaiming control of Hooters following a corporate bankruptcy last year, the founders pledged to steer the restaurant chain back to its original values. This means moving away from what Neil Kiefer, a founding member and CEO, called an overly sexualized image. The goal is to emphasize food and hospitality while also attracting families and younger patrons, especially after many locations had become, as Kiefer put it, “Little Boys Club stores.”
Interestingly, Hooters restaurants in South Florida have always remained under the original ownership group. Staff members there assert they’ve always catered to families and children. “Nothing has changed for us here in South Florida,” said Gracie Williams, an employee with nearly six years at Hooters. She mentioned that she and her colleagues have maintained the same welcoming vibe since the beginning.
Mikayla Williams, another employee who has been with Hooters for about two years, echoed this sentiment, stating, “Our clientele includes families, elderly, teenagers, and kids.” Their experiences provide a local counterpoint to the broader national discussions surrounding the Hooters brand. Employees at the Fort Lauderdale locations believe they have long appealed to a diverse audience, contrary to widespread perception.
Kiefer remarked on the importance of regaining a wide range of consumer appeal across the company’s restaurants. He mentioned a renewed focus on hospitality, food, and engaging with the community, while distancing the brand from what has been characterized as “hypersexualized.” “We’re always building an oasis for others to come. Good food, hot chicken wings, cold beer, and of course cute girls,” he stated.
The Hooters team in South Florida indicated that community engagement has been integral to their operations. Gracie highlighted how their oceanfront location serves families seeking a beach day outing. She mentioned how parents often stop by with kids, finding plenty of food options available for all ages. Additionally, fundraising events benefiting local charities reinforce the brand’s connection to the community.
“Many people might think of regulars as just some guys or hefty tippers, but here, our regulars feel more like family,” said Gracie, emphasizing the unique relationships they build with diners. As Hooters strives to modernize its image and shake off outdated stereotypes, the South Florida staff maintains that it’s business as usual, welcoming families and individuals alike at their tables.
