As Hooters emerges from bankruptcy, the founding group that reclaimed the brand is steering the restaurant chain back to its original identity. Neil Kiefer, CEO of this group, emphasized that reviving the authentic food experience is central to the company’s future success.
Many Hooters locations under previous management had not served the original menu for decades. "Of those 110 stores we’ve taken over, they haven’t had the original sauce on them in 20 years," Kiefer told Fox News Digital. The iconic Hooters sauce, described as "craveable," was replaced with substitutes, diluting the brand’s signature taste.
The new leadership cleared out inventory that didn’t meet their quality standards. They have restored recipes to their original taste profiles to ensure customers experience the authentic flavors that built the brand.
Commitment to Menu Consistency
To guarantee uniformity across all locations, Hooters has established a new food task committee. This group includes franchisees who previously had no say in menu decisions. Kiefer explained their system involves three categories of menu items: mandatory, optional, and regional. This approach aims to rebuild consistency without sacrificing local preferences.
Revisiting Brand Presentation
Alongside the culinary reboot, the company is correcting past missteps in the restaurant’s tone and atmosphere. Some reacquired locations had drifted into "little boys’ club stores," with a dining experience overly focused on sexualization, Kiefer remarked.
One major uniform change reversed the introduction of skimpier shorts by the prior management. Servers expressed discomfort with that attire. The new CEO replaced them with "athletic" dolphin shorts, resembling the brand’s original "sporty" style.
Kiefer asserted the restaurant maintains its identity by celebrating attractiveness without resorting to overly provocative elements. Bikini contests are no longer held in restaurants, though the swimsuit calendar remains an iconic tradition.
Appealing to a Broad Demographic
Hooters is notably popular with adults over the age of 60. This group grew up familiar with the brand since it opened its first restaurant in 1983. Many have disposable income and prefer dining out in a comfortable yet casual setting.
The new Hooters in The Villages, a large retirement community in Florida, reportedly became a six-figure weekly store shortly after opening in June. Kiefer highlighted how the brand offers a welcoming atmosphere where families can enjoy sports and casual dining.
Cautious Growth Strategy
Although the company plans to reopen former markets and consider new franchisees, expansion is not the immediate priority. Kiefer emphasized the importance of stabilizing operations and rebuilding customers’ trust first.
"We want to get the brand right again everywhere before we start signing people up for the sake of just bringing money in," he said. The focus remains on restoring the brand’s core values rather than rapid growth.
Hooters’ leadership is dedicated to preserving the legacy created by its founders. Kiefer stated, "This is about getting the thing right… We got into all this to keep this around forever," signaling a long-term vision centered on authenticity and quality.
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