Hooters to Scrap Old Image—Roll Out a Family Focus [WATCH]

Hooters is moving ahead with a major brand overhaul after Hooters of America filed for Chapter 11 bankruptcy as part of a proposed founder-led buyout and restructuring effort.

The shift in direction includes removing weekly bikini nights and reintroducing standards aimed at making the restaurant chain more appealing to families, older customers, and a broader demographic.

Neil Kiefer, CEO of Clearwater-based Hooters Inc., one of the original founders of the Hooters concept in 1983, discussed the rebranding plans in an interview with Fox News Digital.

Trump’s Sovereign Wealth Fund: What Could It Mean For Your Money?

Kiefer’s company owns and operates 22 Hooters locations in Florida and Illinois, with two additional restaurants expected to open in Florida later this year.

Kiefer is part of a buyer group that, along with another major franchisee, controls more than 30% of domestic Hooters restaurants, including 14 of the 30 highest-grossing locations, according to a March 31 press release.

Speaking on the restructuring effort, Kiefer noted that the original vision for Hooters had become diluted over the years, particularly in regard to uniform changes and inconsistent brand standards.

“For over two years, we’ve been complaining,” Kiefer said. “We only had standing to complain. We couldn’t rule how the [restaurants] were being run.”

This Could Be the Most Important Video Gun Owners Watch All Year

He said the original orange shorts worn by servers were intended to be athletic in style, not overly revealing. “Somewhere along the line,” he explained, “they went to the more revealing [style], which to us does not jibe with a neighborhood restaurant that some families choose to frequent.”

“You don’t want to have a butt cheek in your plate.”

Alli Lamb, a 21-year-old server and bartender at the Boca Raton Hooters location, which operates independently from Hooters of America, said she’s had no complaints about the current uniform. “Everything’s covered,” Lamb said. “Nothing’s out that doesn’t need to be out.”

Chris Torelli, managing partner at the Boca Raton location, said some customers were initially confused or concerned by the bankruptcy announcement. “It gave us the opportunity to explain that we’re healthy,” he said, adding that other franchisees remain strong as well.

Torelli said the new vision includes attracting a wider range of customers. “We want the kids. We want the families. We want the over-60 crowd. We want the college students. We want them all,” he said. “The best way to do that is to appeal to all those different demographics.”

To that end, the rebranding effort includes eliminating bikini nights, standardizing menu offerings, and creating consistent expectations for staff across all locations.

“You don’t want to walk in after a little league game with your team and have a bikini contest in the store,” Kiefer said.

The plan will also restore the original Hooters wing sauce chain-wide and could take up to two years to fully implement. While weekly bikini events are ending, the Hooters swimsuit calendar and Miss Hooters International Pageant are expected to continue.

“That will remain,” Kiefer confirmed. “There’s nothing wrong with beautiful women.”

Lamb, who appears on the back cover of this year’s swimsuit calendar, called the photo shoot in the Bahamas “a great experience.”

A Hooters spokesperson said the company is “doubling down on everything that made Hooters legendary in the first place: fun, craveworthy food, unforgettable service, and a guest-obsessed experience you can’t get anywhere else.”

Lamb added, “I’m here to serve your food and serve your beer. If you think any other sort of way, then this isn’t the place for you.”

Connect with Vetted Off-Duty Cops to Instantly Fulfill Your Security Needs

The opinions expressed by contributors and/or content partners are their own and do not necessarily reflect the views of LifeZette. Contact us for guidelines on submitting your own commentary.