Hooters Plans Family-Friendly Transformation

Hooters, the renowned fast-food chain famous for its Hooters Girls, is set to undergo significant changes. CEO Neil Keefer recently shared that the brand is shifting towards a more family-friendly atmosphere.

Regular patrons who enjoy being served by women in revealing outfits may find this surprising. Kiefer describes Hooters as a “neighborhood place” that families can enjoy together. This announcement follows the takeover of roughly 140 locations by Hooters of America’s original owners, which aims to “revitalize” the brand after a tough period marked by bankruptcy and store closures, as reported by The New York Times. This change was prompted by years of declining sales in the U.S.

Keefer emphasizes the restaurant’s beach theme, featuring Hooters Girls and delicious food, making it an easy spot to unwind. According to him, it’s a place where families, singles, and couples frequently gather.

Keefer, who has been with Hooters since 1983 and began as a lawyer, believes that while the brand has always had a family-oriented aspect, it hasn’t been properly communicated. He became CEO in 1992, but thinks the shift occurred when the original brand owners sold rights in 2001, leading to some misalignment with the brand’s essence.

He asserts that the control wielded by private equity firms in some locations has strayed from the brand’s original vision. When asked if the intention is to cater more to families, Kiefer responded, “We’ve always done that.” He pointed out that in various locations, like Chicago and Tampa Bay, families and children are indeed present.

However, he also acknowledged some missteps with the stores, mentioning the inappropriate uniforms and a shift in food source quality. Kiefer noted that about 70 percent of their food is covered in their signature sauce and criticized the introduction of more revealing outfits for the female staff, which he felt contradicted the original vision of Hooters. In the brand’s early days, servers wore sporty dolphin-themed running shorts, which he believes captured the intended vibe much better.

While he mentioned that the confusion regarding uniforms is being addressed, he firmly stated there’s nothing wrong with shorts if they are well-fitted. Kiefer aims for a more inclusive atmosphere that doesn’t alienate any customers.

After Hooters of America filed for bankruptcy, Kiefer and the original owners regained control of the brand’s intellectual property. It wasn’t merely a financial move; Kiefer expressed a deep desire to improve a brand he helped create and that he felt had strayed from its roots.

The chain’s sales in the U.S. dropped over 31% from 2019 to 2024, with store numbers decreasing by nearly 25%. Yet, Kiefer noted that locations under their control continue to thrive, with sales and net profits increasing into 2026.