For over 40 years, Hooters has been known for two things: chicken wings and waitresses in outfits that left little to the imagination. Now, the restaurant chain, which has seen its global footprint shrink from over 400 locations, is apparently having a midlife crisis. A very public one.
CEO Neil Kiefer, who's been with Hooters since its 1983 inception, has a bold new vision: a family restaurant. Because apparently that's where we are now. Kiefer insists the original idea was always a "beach themed" spot for everyone – families, singles, couples. Which, if you think about it, is both impressive and slightly terrifying given its enduring reputation.
The Uniform Question
Naturally, the conversation swivels to the uniforms. Kiefer believes the revealing outfits aren't the core business. He's observed that current uniforms aren't exactly screaming "bring the kids!" and promises a change. Shorts are fine, he says, as long as they fit well. But "thong type of uniform[s]"? Definitely not appropriate for a place serving curly fries.
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Start Your News DetoxHe points to existing Hooters in major cities like Chicago, Tampa Bay, and South Florida, which he claims already host plenty of families and children. One can only imagine the dinner table conversations.
And then there's the name. Kiefer acknowledges "hooters" was a double entendre, a piece of acceptable humor back in the day. He thinks it got "oversexualized too much in the last 15, 20 years" but, optimistically, believes that type of humor is making a comeback. Which is certainly a take.
The company hopes these adjustments will help Hooters attract a wider, more diverse clientele. Because nothing says "family fun" like explaining to your kids why the restaurant is named after an owl.
