Hooters, the iconic American restaurant chain, is undergoing a significant rebranding effort as it emerges from bankruptcy court. CEO Neil Kiefer has outlined a strategy to return the chain to its founding values, emphasizing a shift toward a ‘youthful, athletic’ image. A key element of this overhaul is the decision to redesign the iconic orange shorts worn by waitresses, moving away from a more revealing look to a more modest, sporty style. Kiefer, who founded the Hooters concept in 1983, stated that the uniforms are a crucial part of the brand’s identity and should reflect its roots in the 1980s. This change is part of a broader effort to attract a wider demographic, including families and professionals, while maintaining Hooters’ reputation as a ‘delightfully tacky’ destination. The decision follows the Chapter 11 bankruptcy filing of Hooters of America, which led to the restructuring of the chain. Kiefer’s vision for Hooters includes a focus on approachable, yet distinctive attire that balances the brand’s history with its future.
Kiefer, the CEO of Hooters Inc., has been leading the company’s restructuring efforts, which include taking over remaining corporate locations previously operated by Hooters of America. He explained that the shift in uniform design is aimed at making the brand more welcoming to a broader range of customers, including families and older demographics. This change is also part of the company’s effort to modernize its image and move away from the more provocative look that had been associated with the chain. Kiefer emphasized that the new uniforms are meant to be ‘athletic’ rather than ‘sexual,’ aligning with the chain’s long-standing image of a ‘delightfully tacky’ establishment.
As part of this brand revival, Hooters has also been making changes to its marketing and customer policies. For example, the chain has recently started to offer dining options suitable for families, including the recent opening of a Hooters location in The Villages, Florida, an age-restricted retirement community. This move was well-received by customers, with long lines forming outside the doors for the grand opening. Kiefer noted that the mix of regulars at Hooters includes not just young men but also a significant number of older customers, indicating the chain’s appeal beyond its traditional demographic.
Customers like Alli Lamb, a 21-year-old waitress and bartender at a Hooters location in Boca Raton, Florida, have no complaints about the new direction. Lamb, who started working at the location while in college, said that the uniform requirements are part of the orientation process and that nothing really came as a surprise to her. She stated that while some customers may not like the dress code, including restrictions on colorful fingernails and visible tattoos, she believes the professional appearance helps maintain the brand’s image. Lamb also appears on the back cover of the 2025 Hooters swimsuit calendar, which she said reflects the brand’s commitment to modesty and professional dress.
Kiefer’s vision for Hooters is not only about changing the look of the uniforms but also about ensuring that the brand remains relevant in a changing market. He emphasized that while some customers may be upset by the change in the shorts, the brand has a broader appeal that should not be limited to a specific demographic. Kiefer’s comments underscore the company’s intent to balance its historical identity with a more inclusive and family-friendly image. As Hooters continues its revitalization efforts, the chain’s focus on a more modest, athletic uniform is seen as a key step in its journey toward a more sustainable future.