Hooters, known for its scantily-clad staff, getting a surprising makeover

Hooters is preparing for a massive transformation. The iconic restaurant chain has officially unveiled plans to pivot more than 100 of its locations into family-friendly establishments, signaling a departure from the image and uniforms that have defined the brand for decades.

Back to Basics

CEO Neil Kiefer, who has served as a leader for the company since 1992, shared with Scripps News that this rebranding is a strategic move to restore the chain’s original beach-themed identity. Kiefer emphasized that the business was envisioned as a family-style concept from the very beginning.

A central part of this shift includes a major change to the staff uniform. The iconic short shorts will be phased out in favor of the company's original apparel. Kiefer noted that while some franchise locations under different ownership drifted toward more revealing, "too sexualized" clothing, the goal is to return to the brand's intended aesthetic.

More Than Just a Uniform Change

The restaurant’s refresh extends into the kitchen as well. Kiefer revealed that some locations strayed from the authentic menu, specifically regarding the signature wings. Customers can expect a return to the company’s original wing sauce recipe as part of the broader operational pivot.

A New Era After Financial Struggles

This pivot follows a turbulent financial period for the brand. After being sold to private equity in 2001 and the subsequent formation of Hooters of America, the company endured significant economic pressures during the 2008 downturn and the 2020 coronavirus pandemic. Following a Chapter 11 bankruptcy filing in 2025, Kiefer and the original co-owners successfully reacquired the rights to the brand, paving the way for the current makeover reported by 205focus.com.