{"id":467,"date":"2026-05-23T09:05:59","date_gmt":"2026-05-23T09:05:59","guid":{"rendered":"https:\/\/hometransferguide.com\/?p=467"},"modified":"2026-05-23T09:05:59","modified_gmt":"2026-05-23T09:05:59","slug":"hooters-unveils-shock-family-friendly-rebrand-after-change-in-management","status":"publish","type":"post","link":"https:\/\/hometransferguide.com\/?p=467","title":{"rendered":"Hooters Unveils Shock Family-Friendly Rebrand After Change In Management"},"content":{"rendered":"
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Your next trip to Hooters may look very different after CEO Neil Kiefer revealed the famous fast food chain known for their \u201cHooter Girls\u201d is shifting to become a family-friendly establishment.<\/p>\n

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Patrons accustomed to being served by women in revealing outfits may be surprised to learn that Kiefer defined the brand as \u201ca neighborhood place\u201d entire families can visit, according to People. The Thursday interview comes months after Hooters\u2019 initial owners took over around 140 stores in an attempt to \u201cre-Hooterize\u201d the brand after Hooters of America shuttered restaurants and declared bankruptcy, The New York Times reported. The leadership change followed years of declining sales in the U.S.<\/p>\n

The CEO named it \u201ca beach-themed place centered around the Hooters Girls, good food, [and being an] easy place to relax.\u201d<\/p>\n

\u201cIt\u2019s a neighborhood place that many families frequent, and singles and couples,\u201d he told the outlet.<\/p>\n

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\n\"NEW\n<\/div>\n

NEW YORK \u2013 FEBRUARY 14: Hooters girls backstage at the Alexander Wang Fall 2009 fashion show during Mercedes-Benz Fashion Week at Roseland Ballroom on February 14, 2009 in New York City. (Photo by Astrid Stawiarz\/Getty Images)<\/p>\n<\/div>\n

Keifer, who has worked for Hooters since its inception in 1983 and started as an attorney, said the family-friendly orientation of the brand always existed, but was mishandled, according to People.<\/p>\n

<\/p>\n

The 74-year-old assumed the CEO role in 1992 and said things shifted in 2001 when the original owners sold off the brand\u2019s intellectual property and contractual rights.<\/p>\n

Kiefer argued private equity firms assumed control of some locations as Hooters of America, which opened up the opportunity for them to steer the organization \u201cfurther and further away from what the brand and the concept stood for,\u201d according to People.<\/p>\n

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\n\"NEW\n<\/div>\n

NEW YORK \u2013 OCTOBER 06: Outside Event sign for the 2011 Hooters Calendar Girls signing at Hooters on October 6, 2010 in New York City. (Photo by Marc Stamas\/Getty Images)<\/p>\n<\/div>\n

When People pressed on if he\u2019s aiming to make the brand more family friendly, Kiefer said \u201cwe have been that way always.\u201d<\/p>\n

<\/p>\n

\u201cIf you\u2019ve ever been to a Hooters in Chicago or in Tampa Bay or in South Florida, you\u2019re going to see tons of families, tons of children,\u201d Kiefer told People. \u201cIt\u2019s [a] tongue-in-cheek type of beach theme restaurant.\u201d<\/p>\n

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\n\"NEW\n<\/div>\n

NEW YORK, NY \u2013 JANUARY 15: Hooters girls attend Hooters Manhattan VIP Press Party at Hooters Manhattan on January 15, 2015 in New York City. (Photo by Grant Lamos IV\/Getty Images)<\/p>\n<\/div>\n

He highlighted the issues he saw with Hooters of America locations, and explained how he felt they strayed from the original concept.<\/p>\n

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\u201cThey didn\u2019t use the appropriate sauce,\u201d Kiefer said.<\/p>\n

\u201cAbout 70% of our food products have that sauce on it.\u201d<\/p>\n

\u201cThe second thing was they had changed the uniforms of the girls and put them in almost what appeared to be a thong. And that was never the intention when this concept started,\u201d he told People.<\/p>\n

Kiefer said servers wore dolphin-themed running shorts when the brand started off in the 80s, noting it was a nod to their beach theme.<\/p>\n

\u201cIt was a sporty athletic look at the time, and I think in the last 10 or 15 years, a lot of the country has seen a more sexualized version of that,\u201d he said, before asserting, \u201cThat chased away a lot of customers.\u201d<\/p>\n

Kiefer said the sauce issue has been resolved, and the uniform is being addressed.<\/p>\n

\n
\n\"ATLANTA\n<\/div>\n

ATLANTA \u2013 FEBRUARY 23: ***EXCLUSIVE COVERAGE*** Atmosphere at DreamWorks Pictures \u201cShe\u2019s Out Of My League\u201d co-stars, Krysten Ritter and Alice Eve become \u201cHonorary Hooters Girls\u201d at Hooters on February 23, 2010 in Atlanta, Georgia. (Photo by Rick Diamond\/Getty Images for Paramount)<\/p>\n<\/div>\n

\u201cThere\u2019s nothing wrong with a pair of shorts if fitted properly,\u201d he told People.<\/p>\n

\u201cBut I think in a dining place, there is something wrong [if] they\u2019re in a thong type of uniform.\u201d<\/p>\n

\u201cJust trying to make it more friendly to everybody. No one\u2019s going to be insulted.\u201d<\/p>\n

Kiefer said he and the brand\u2019s initial owners secured its IP after Hooters of America filed for Chapter 11 bankruptcy in the fall of 2025.<\/p>\n

\u201cIt wasn\u2019t so much a monetary thing,\u201d he told People. (RELATED: Cate Blanchett, Selena Gomez To Appear In X-Rated Film)<\/strong><\/p>\n

\u201cIt was more like, wait a minute, we created this brand. We hate to see what they\u2019ve done to it. We need to try to improve it.\u201d<\/p>\n

The chain\u2019s sales in the U.S. fell by over 31% and the number of locations, or units, fell by almost a quarter between 2019 and 2024, Restaurant Business reported in November. By contrast, Hooters Inc. had secured average unit volumes of approximately $4.7 million, over twice the performance of units run by Hooters of America, along with a good cash flow, according to Kiefer. At the end of April, the CEO told the outlet was having better sales and net income in 2026.<\/p>\n

Read more Taiwan Says It Was Left Out In Cold On US Decision To Freeze Key Arms Shipment Amid Iran War<\/a><\/p>\n<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Your next trip to Hooters may look very different – the brand is shifting to become a family-friendly establishment.<\/p>\n","protected":false},"author":1,"featured_media":466,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[814,815,312,816],"class_list":["post-467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-bankruptcy","tag-brand","tag-business","tag-hooters"],"yoast_head":"\nHooters Unveils Shock Family-Friendly Rebrand After Change In Management - Home Transfer Guide<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hometransferguide.com\/?p=467\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hooters Unveils Shock Family-Friendly Rebrand After Change In Management - 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