Hooters is rebranding to be “family friendly” after the CEO says chain became “oversexualized”

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After facing years of criticism for its image and what employees wear, Hooters is trying to change its reputation and become known as a welcoming, family-friendly spot in local communities.

Hooters is aiming to recapture the spirit of its original brand, as it was when it first started in 1983, according to CEO Neil Kiefer in a recent interview with PEOPLE.

Kiefer explained that Hooters aims to be a casual, beachy restaurant known for its friendly staff, good food, and relaxed atmosphere. He also noted that it’s a popular spot for families, as well as people who are single or dating.

Kiefer has been with Hooters from the very beginning, first as their lawyer and later, starting in 1992, as its CEO.

Hooters CEO says chain became “oversexualized”

Kiefer explains that the company lost its way after its trademarks and contracts were sold in 2001. This allowed new owners, backed by private equity firm Hooters of America, to manage some of the restaurants.

After Hooters of America filed for bankruptcy protection in late 2025, Kiefer and the original owners bought back the rights to the Hooters brand.

Kiefer explained it wasn’t about the money. They were more concerned with the brand they’d built and disappointed with how it was being handled. They felt a responsibility to try and make things better.

He said the restaurant had gone through changes since the previous owners took over, specifically mentioning how the food was made and what the servers wore.

Kiefer explained that the girls’ uniforms had been altered to be extremely revealing, resembling thongs. He emphasized that this was not the original idea behind the project.

Kiefer shared that the first uniforms were based on the dolphin running shorts that were trendy in the early 1980s, and they were designed to fit the restaurant’s beachy atmosphere.

He explained that the style used to be focused on athleticism, but over the past decade or so, it’s become much more sexualized, which he believes drove customers away.

These remarks follow a New York Times report from May 21st, which explained the company’s efforts to renovate about 140 restaurants after emerging from bankruptcy.

The report also mentioned previous legal issues for the company, such as a 1997 agreement reached after accusations of sex discrimination in hiring, and a 2011 lawsuit brought by the National Organization for Women which aimed to prevent minors from entering Hooters restaurants in California, though that lawsuit was unsuccessful.

Kiefer said the company is now focused on making the chain “more friendly to everybody.”

He stated that shorts are acceptable as long as they fit well. However, he believes it’s inappropriate for staff in a restaurant to wear thong-style uniforms. The goal, he explained, is to create a comfortable environment for all customers, ensuring no one is offended.

Even though Hooters has faced some criticism over time, Kiefer maintains it has always been a family-friendly restaurant.

He explained that Hooters restaurants in cities like Chicago, Tampa Bay, and South Florida are often full of families and children.

Kiefer reported that Hooters restaurants in Florida and Chicago, still run by the original owners, have already experienced higher sales after the recent changes. However, he acknowledged that it will take time to regain customer confidence.

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2026-05-22 17:20