By Simran Sukhnani
Copyright timesnownews
Hooters, the chain that was once synonymous with beer, wings and clad waitresses, is now undergoing one of the most dramatic makeovers in the history of its 40-year existence. After filing for bankruptcy protection under Chapter 11 in March 2025, the leaders of the chain mention that the future of the brand lies not in “butt cheeks hanging out,” but in redefining itself for a new generation of diners. In an informal interview with the Wall Street Journal, Neil Kiefer, the CEO of Hooters Management Corporation spoke about the turnaround plan. He also openly acknowledged that the old formula may not be working in the favour of the company anymore. “There won’t be any more butt cheeks hanging out,” Kiefer said, adding that the brand’s future now depends on letting go of the old and outdated reputation and modernizing the experience for those who will now be visiting Hooters. Read More: Ragi Dishes: 6 Wholesome Millet Delights For A Nutritious And Flavourful Week The iconic image of ‘Hooter Girls’ in tight orange shorts and plunging tops was once one of the biggest selling points for the company, and has now become a liability. Younger eaters, particularly the Gen Z, are prioritizing quality food, comfortable environment and inclusivity as opposed to over sexualized branding. Competitors in the casual dining sphere have also outpaced Hooters by focusing on the menu, getting healthier options and even by introducing social media-friendly branding. The CEO, Kiefer’s plan is to take out a multi-pronged strategy: to revamp uniforms, diversify the menu, update the interiors and invest heavily in digital marketing. The chain is also looking at emphasizing on its food quality and sports-bar atmosphere rather than carrying forward the legacy of provocative uniforms. In fact, Hooters is already testing new menu items, expanding beyond traditional wings to offer plant-based options and more shareable plates for groups. The leadership is also keenly focusing on inclusivity as that seems to be an area that Hooters has struggled with. The early mock-ups of redesigned uniforms also show a shift towards gender-neutral attire, and sporty look rather than hyper-sexualized ones. Executives are also of the thought that this will help in attracting younger generations and broaden the potential pool of employees. Read More: Comfort Foods From Different Countries
