Hooters returns - founders say survival hinges on uniform change after buying chain out of bankruptcy
America’s cheekiest wings chain is staging a major comeback — and this time, the vision is more wings, more butter, and less cheeky controversy.
The original founders of Hooters are taking back full ownership of the brand, after acquiring Hooters of America and and the bulk of its US restaurants.
The deal quietly went through on October 14 and will be made public this week.
Hooters of America — the company that ran most of the chain’s US restaurants — filed for Chapter 11 bankruptcy earlier this year to restructure $376 million in debt and shed underperforming locations.
Neil Kiefer, CEO of Hooters Inc and a longtime friend of the founders, has been at the forefront of the revival. His company previously ran 20 Hooters locations and their partners will now will own and run around 130.
Key to the resurgence is a return to the chain's throwback look: classic orange shorts and white crop tops for Hooters Girls, abandoning some of the newer, tighter bikini-style bottoms.
'We're not just acquiring restaurants — we're taking back the Hooters name to show the world who we really are,' Kiefer said.
'Our vision is about more than great food and service. It's about bringing people together, making memories, and ensuring that Hooters remains a place where everyone feels welcome.'
In 2023, SNL aired a sketch featuring Sydney Sweeney as a Hooters waitress who receives an enormous number of tips playing on the chain's steamy vibe. The sketch, penned by cast member Chloe Fineman, sparked debate over its sexualized undertone
He added: 'We’ve done this successfully for over forty years and are beyond excited to rebuild trust one wing, customer, and one family at a time.'
The founders said the updated uniforms are part of a 'renewed commitment to family and community,' alongside fresher ingredients, cleaner menus, and restaurant renovations.
More than 70 percent of the food sold in Kiefer's 20 restaurants is smothered in a butter-based sauce. Kiefer wants to expand the sauce to more dishes across all Hooters locations.
The menu, which will now feature the legendary hand-breaded wing recipe, Grade AA butter sauces, fresh salads, and wild-caught fish, reflects a streamlined approach to food without sacrificing the indulgence Hooters is known for.
Hooters of America won bankruptcy court approval last month to reorganize, resolving a long-standing royalty dispute with creditor Lags Equipment LLC and pivoting the chain to a pure franchise model.
The deal will mean the majority of the 151 company-owned restaurants will be in the hands of franchisees, including the founders, who plan to inject new energy into the brand.
Over the past two years, Hooters has struggled alongside other casual dining chains such as TGI Fridays, On the Border, and Bertucci's, which have faced declining foot traffic and financial woes.
Even bigger brands like Cava, Sweetgreen, and Chipotle have fallen short of Wall Street expectations.
The restaurant drew the ire of families for implementing bikini-style shorts at some of its stores
Previously, the shorts were longer and baggier
Original Hooters posters featuring Lynne Austin. Hooters, which launched its first restaurant in Clearwater, Florida, in 1983, reached its peak with more than 400 outlets in 2008
The restaurant is also going a major renovation project with a projected $300,000-per-store update planned
Marie recommended others apply to the chain while showing off her cash
Neil Kiefer, the CEO of Original Hooters Founder Group, is hoping to revive the brand
The system-wide relaunch will see around 130 US locations — along with 60 global sites — representing roughly $700 million in systemwide sales.
Restaurants will also undergo $300,000 renovations to modernize interiors while keeping the chain's signature 'delightfully tacky' vibe intact.
For Hooters, the comeback is as much about nostalgia as it is about survival. The classic uniforms, buttery wings, and kitschy décor that made the chain a household name are back — this time with a more family-friendly, franchise-focused approach.
Whether the chain can weather a challenging economic climate for mid-tier restaurants remains to be seen, but at least parents won't need to shield their children's eyes as the brand flaps back into action.
Hooters' uniforms have long been the subject of fascination and controversy — a mix of plunging white crop tops and those bright orange shorts, were first inspired by a secretary's jogging gear.
Over the decades, the look, complete with the brand's signature owl, inspired calendars, pageants, and the chain's tongue-in-cheek marketing.
The revealing outfits made a killing for its staff. Maia Marie, a 24-year-old waitress, shocked her 25,000 social media fans when she raked in a hefty chunk of change on just one half shift.
'I ended up walking out of there with $451,' Marie said in a viral TikTok video last year that was viewed 3.8 million times. So, over a full shift it would likely be double that.
