The founders of Hooters, who established the chain over 40 years ago, have regained complete control, promising to bring back the nostalgic beach bar vibe from the 1980s. They want to shift away from the current atmosphere and reintroduce waitresses in the more modest uniforms that characterized the restaurant’s early days.
Founders Group, under the name Hooters Inc., announced on Monday that it successfully completed the acquisition of Hooters of America last Friday, marking an end to a tumultuous bankruptcy period that led to the closure of numerous locations.
Neil Kiefer, a 73-year-old attorney currently managing the brand, stated simply, “I don’t think you’re going to see a lot of butt cheeks.” The chain intends to replace the previously adopted bikini-style shorts with the classic orange jogging shorts that made Hooters popular.
“We’re not just buying a restaurant. We’re reviving the Hooters name and showing the world who we truly are,” Kiefer expressed. This announcement emphasizes a vision that goes beyond just food and service; it’s about fostering connections, creating memories, and ensuring that Hooters remains a welcoming space for all.
The founders, who started the sports bar chain back in 1983, are describing their rejuvenation strategy as a “re-enthusiasm” of the brand. Investors suggest that the approach will simplify the menu, enhance ingredient quality, and return the family-friendly essence of the chain.
According to the announcement, Hooters, in conjunction with Hoot Owl Restaurants LLC, will manage approximately 140 of its 198 locations in the U.S. and 60 abroad. Altogether, this partnership translates to around $700 million in systemwide sales.
Initial efforts have already begun on equipment upgrades and renovations at various restaurants across the country. This shift seems significant for the brand, which once enjoyed $1.2 billion in sales but faced challenges due to inflation, heavy debt, and evolving consumer preferences.
The need for change became apparent when Hooters of America declared bankruptcy in March, following the closure of about 50 locations. Kiefer, who has been tied to the chain since 1992, campaigned vigorously to transform what he deemed an “out of control” image that emerged under previous corporate leadership.
A pivotal moment came when Hooters introduced micro “wedge” shorts in 2021, which many employees felt resembled bikini bottoms. This new uniform was met with significant public backlash and led to viral social media content criticizing the outfits as inappropriate.
In response to the outcry, management eventually allowed employees to choose between the new shorts and the traditional styles. The plan going forward confirms that all restaurants under new ownership will be “restored to their original look while holding onto the brand’s beachy feel and heritage.”
Executives emphasized that the aim isn’t to lose Hooters’ playful identity but rather to reframe it as a fun gathering spot for families and loyal customers.
