Hooters Returns to Its Roots
After reacquiring the iconic Hooters restaurant chain following a corporate bankruptcy last year, the original founders aimed to bring the brand back to its core values.
This shift involves addressing what CEO Neil Kiefer has called a hypersexualized image of the brand, placing greater emphasis on food and hospitality, and seeking to attract families and younger guests. This change comes after a period when some locations felt more like “Little Boys Club stores,” according to him.
Interestingly, Hooters restaurants in South Florida have always been run by the original owners. Staff members, who greet patrons every day, claim they have consistently drawn in families and children.
“For us in South Florida, things haven’t changed,” said Gracie Williams, a Hooters employee with nearly six years on the job. “We’ve always been the same Hooters girls.” She even made the July cover of this year’s Hooters calendar.
Another staff member, 21-year-old Mikayla Williams, echoes this sentiment. “Our clientele includes families, seniors, teenagers, and kids,” she stated.
Their experiences offer a different perspective amid the national conversation surrounding Hooters. Employees from two Fort Lauderdale locations argue that the restaurants have served a wider range of customers for longer than is typically recognized.
Kiefer emphasized that broadening the brand’s appeal is central to their strategy moving forward. “We’re working to rebuild that wide base of consumer appeal, just like we did with the original Hooters,” he remarked.
He plans to focus more on hospitality, food, and community engagement, steering away from what he views as “hypersexualized” elements.
In South Florida, community involvement has long been a part of the Hooters experience, the employees noted.
Gracie Williams doesn’t overlook the aspects that have characterized the brand for decades. “We aim to create an oasis for guests,” she said. “Good food, hot wings, cold beer, and of course, cute girls.”
Both women pointed out that the clientele at their restaurant is often not reflected in public perception of Hooters. Mikayla mentioned seeing many families during the day, particularly at the beach. “We definitely have more families coming in,” she added. Date nights are also frequent, which she finds pleasing.
Gracie noted that the oceanfront location draws in parents and children looking to enjoy a beach day. “Parents come with their kids,” she said, “and there’s plenty of food for everyone.”
Moreover, Gracie highlighted the restaurant’s community fundraising efforts, which support local charities and youth sports. She recounted one event that attracted multiple rugby teams, showcasing the restaurant’s community role.
“People often assume our regulars are just guys or big spenders,” she reflected, “but at Hooters, our regulars feel more like family.”
As Hooters seeks to reshape its image for a new generation, the South Florida employees are adamant that it’s more of the same at their restaurant.
