Hooters is undergoing a deliberate identity reset, with CEO Neil Kiefer leading what the company has internally dubbed “re-Hooterization.”
The casual dining chain, long associated with a provocative brand image, is working to return to its original concept as a relaxed, family-friendly neighborhood restaurant. Kiefer, who has been connected to the company since its founding in 1983 and has served as CEO since 1992, recently helped the chain’s original founders reclaim control of the brand following Hooters of America’s Chapter 11 bankruptcy filing in 2025. The turnaround effort is now well underway, with changes touching everything from the menu to the dress code.
Where Things Went Wrong
According to Kiefer, the brand began drifting from its roots after private equity firms took a stake in the company in the early 2000s. Among the most visible changes during that era was a shift in employee uniforms — a departure from the chain’s classic look that Kiefer described in pointed terms. “They had changed the uniforms of the girls and put them in almost what appeared to be a thong,” he said. “And that was never the intention when this concept started.” In an interview with People, Kiefer framed the original Hooters as “a beach-themed place centered around the Hooters Girls, good food, [and being an] easy place to relax” — one that “many families frequent, and singles and couples.”
What Re-Hooterization Actually Means
The restoration effort involves reinstating the chain’s classic orange shorts, simplifying menus, and upgrading ingredients. Kiefer described the overarching aim plainly: “Just trying to make it more friendly to everybody. No one’s going to be insulted.” The company is also working to cultivate a more approachable atmosphere across its locations as part of the broader comeback strategy.
With the founders back in control and a clear operational philosophy in place, the question now is whether customers — families, regulars, and skeptics alike — will meet Hooters where it says it’s always been.
