Hooters aims to rebrand as family-friendly restaraunt
Hooters CEO Neil Kiefer said the chain is seeking to rebrand as a family-friendly restaurant. The company plans to adjust its uniform policy and tone down the sexualized image that has defined the brand for decades. Kiefer described the change as making the venue more welcoming to all customers while retaining its beach-theme and food offerings.
- ▪Neil Kiefer, the chief executive of Hooters, announced a shift toward a family‑friendly brand image.
- ▪Hooters will modify its uniform standards, moving away from thong‑type attire for staff.
- ▪The CEO said the name Hooters is a double entendre that was once acceptable humor but has become oversexualized.
- ▪Kiefer emphasized that the restaurant will remain a neighborhood beach‑themed place with good food and a relaxed atmosphere.
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Business Hooters aims to rebrand as family-friendly restaraunt Comments: by Patrick Djordjevic - 05/23/26 7:50 AM ET Comments: Link copied by Patrick Djordjevic - 05/23/26 7:50 AM ET Comments: Link copied NOW PLAYING (NewsNation) — Hooters is attempting to shift its brand image, according to CEO Neil Kiefer. In an interview with People, Kiefer insisted Hooters has always been a “neighborhood place” but wants to make it “more friendly to everybody.” The chief executive described Hooters as presently “a beach-themed place centered around the Hooters Girls, good food, [and being an] easy place to relax.” “It’s a neighborhood place that many families frequent, and singles and couples,” he told the outlet.
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