Copyright Men's Journal
It’s official: the guys who gave America one of its most controversial comfort-food chains are back in charge. The founding group behind Hooters—yes, that Hooters—is once again steering the ship, promising to restore the brand’s “classic beach-themed vibe.” Translation: cold beer, hot wings and waitstaff uniforms that haven’t changed much since the Reagan administration. According to Original Hooters, the Clearwater, Fla.–based founding group has “taken back full ownership of Hooters” and plans “a return to its roots as a local beach-themed hangout.” After years of corporate franchising and fading identity, the original team says it’s time to bring back the charm and the chaos of its heyday. Want trending news, op-eds, and top stories straight to your inbox? Sign up for our Daily newsletter. The move follows news from Business Wire in April that Hooters of America LLC filed for Chapter 11 bankruptcy as part of a “strategic action” to transition the brand to a pure franchise model, with the founding group and existing franchisees assuming control. CEO Sal Melilli framed it as an opportunity “to strengthen the brand’s foundation and continue its iconic legacy.” Neil Kiefer, CEO of Hooters Inc., added that the goal is to “re-energize the local feel that made Hooters famous.” Of course, that “feel” has always been complicated. Since its serendipitous founding on April Fools’ Day in 1983, Hooters has been roasted, revered and reinvented more times than a Super Bowl halftime show. While rival chains tried sleek rebrands or wellness pivots, Hooters spent the last decade chasing relevance in a TikTok-fueled, craft-beer world. Now, the founders want to dial back the polish, lean into live music and community events, and serve up a little nostalgia with every plate of wings. Part of that nostalgia inevitably circles back to the Hooters Girl uniform: the orange shorts, tank tops and nylons that became pop-culture shorthand for the brand itself. Over the years, its leadership has toyed with length, fit and fabric, each tweak sparking debate from both fans and staff. The founders’ return suggests a rollback to the original look, which they describe as “iconic beachwear,” though some critics on Reddit prefer “tacky, or crass, or misogynistic, or demeaning, or depressing.” Others agree with the founders, claiming, “You see skimpier outfits on the beach.” Either way, the uniform remains as inseparable from the Hooters’ identity as the wings themselves. The new plan also comes with a major ownership shift: the founding team now controls approximately 140 of the chain’s 198 U.S. locations, and updates are already rolling out in what the company calls the “re-Hooterization” of the brand. Expect a streamlined menu built around hand-breaded wings tossed in Grade AA butter, wild-caught fish options, fresh-cut salads, and house-made dressings. All part of a broader push toward “fresher quality ingredients and renewed commitment to family and community.” It’s a gamble that feels both untimely and perfectly on-brand. Because in an age where every restaurant is trying to sound “authentic,” Hooters might be the only one owning what it’s always been: a loud, off-color, politically incorrect, unapologetically American beach bar with a side of wings and winks. Love it or loathe it, the orange wings and spicy shorts are back, and apparently, so is the confidence.
