Hooters uniforms changing from revealing to athletic with new management

Changes in Hooters’ Uniforms Reflect Brand Evolution

For many years, the iconic orange shorts worn by Hooters waitresses have been synonymous with the American chain. They symbolize a brand known for its playful slogan about being “fun and sticky,” which plays into its unique identity.

Neil Kiefer, the newly appointed CEO who aims to revitalize the Hooters brand, sees the uniforms as crucial to its identity. He’s particularly interested in shifting from the more provocative designs to something more athletic.

In an earlier interview, Kiefer made a rather candid remark, stating, “You don’t want to have ass cheeks on your plate.” His intent is to bring Hooters back to its roots from the 1980s.

Originally designed to have a sporty vibe, these shorts drew inspiration from the athletic gear of the time. Kiefer, who leads Hooters from Clearwater, Florida, explains that the brand was founded in 1983 and that changes are vital amid the company’s recent bankruptcy restructuring.

He envisions a modified look for these signature orange shorts that aligns more closely with the modern concept of Hooters. Kiefer seems aware that the brand needs to adjust its image to foster a more diverse clientele.

Interestingly, Kiefer emphasizes that Hooters aims to appeal not just to younger male customers. For example, he points to a new restaurant opening in a senior community near Orlando, which was met with long lines of eager patrons.

Alli Lamb, a 21-year-old waitress and bartender working at a Boca Raton location, shared her perspective on the uniforms. During orientation, trying on outfits was part of the process, ensuring that new hires felt comfortable in what they wore. “They make sure everything is good,” she mentioned, highlighting the care taken in selecting the attire.

Lamb described the uniform experience as a pleasant surprise, noting, “This is something I expected.” She had heard mixed opinions about Hooters’ dress codes but believes that the current look is more professional and appealing.

As for how the uniforms fit, Lamb appreciates that they provide adequate coverage, stating, “It’s all covered; there’s nothing you don’t have to go out.” She will even feature in the upcoming Hooters swimsuit calendar, adding to her pride in the uniform.

Kiefer reiterates that while changes are underway, the essence of Hooters will remain intact. He acknowledges that some might be disappointed by the less revealing shorts but insists that the brand’s ethos is about good food and fun—without alienating customers by emphasizing style over substance.