Hooters CEO encourages family dining in restaurant chain’s newest rebrand
Hooters waitress tries to flirt her way out of a traffic stop
Hooters is rebranding to return to its original family-friendly, beach-themed ‘neighborhood’ concept, moving away from a more sexualized image.
CEO Neil Kiefer, who has been involved with Hooters since 1983, stated the chain aims to be an ‘easy place to relax’ for families, singles, and couples.
Kiefer and the original owners reacquired the brand‘s intellectual property and approximately 140 locations after Hooters of America filed for Chapter 11 bankruptcy in late 2025.
The rebrand addresses changes made after the original owners sold the intellectual property in 2001, which Kiefer claims led to altered uniforms and food preparation.
The company plans to restore the original ‘sporty athletic look’ of the uniforms and the ‘right sauce’ on its food, aiming for a more inclusive dining experience.
