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Hooters Plans Major Overhaul Following Bankruptcy Filing
Hooters is entering a transformative phase. The restaurant chain has recently filed for Chapter 11 bankruptcy as part of a strategy aimed at facilitating a buyout led by its founders. This move is coupled with ambitious plans to make the brand more appealing to a broader audience.
Neil Kiefer, the CEO of Hooters Inc., which was founded in 1983 in Clearwater, Florida, expressed his vision to reshape Hooters into a more mainstream dining option. Kiefer’s company currently oversees 22 Hooters locations in Florida and Illinois, with additional openings planned in Florida soon.
A Shift Towards Family-Friendliness
In partnership with another franchise group, Hooters Inc. now holds control over 30% of the chain’s domestic restaurants, including several of the highest-grossing locations. Kiefer noted that many establishments operated by Hooters of America deviate from the original concept created by the founders, leading to inconsistencies in uniforms and standards across different restaurants.
“For more than two years, we’ve been vocal about our concerns,” Kiefer explained. These issues extend to the iconic orange shorts worn by staff, which he feels have evolved into a more revealing style over the years, straying from the initial athletic vision.
Kiefer remarked that the current shorts design does not align with a family-friendly atmosphere. He emphasized that the intention was always to create an environment suitable for all patrons, not just those desiring a more provocative ambiance.
Franchise Perspectives
Alli Lamb, a 21-year-old server and bartender at the Boca Raton location, shared her experience, stating that she sees no issues with the uniform, as it remains appropriate. This location operates independently under the original franchise owner, which has allowed it to maintain a standard that resonates with families.
Chris Torelli, managing partner of the Boca Raton Hooters, noted that the bankruptcy announcement initially sparked concerns among customers. However, he saw it as an opportunity to clarify the restaurant’s commitment to maintaining a robust, family-oriented franchise model.
Expanding the Customer Base
Hooters is now focusing on appealing to a wider demographic that includes families, seniors, and college students, rather than relying solely on a younger male audience. This strategy includes creating standardized offerings designed to be attractive to various age groups.
As part of the overhaul, Kiefer outlined plans to establish consistent standards for staff uniforms and offerings while discontinuing themed events like bikini nights, emphasizing that such occasions might deter family-oriented visits.
Furthermore, Kiefer announced the intention to reintroduce the original wing sauce across all locations, a nostalgic touch aimed at invigorating the brand’s culinary offerings.
Looking Ahead
Transformations at Hooters may take up to two years, but the chain intends to retain certain signature elements such as the popular swimsuit calendar and the annual Miss Hooters International Pageant, which Kiefer believes celebrate the brand in a positive light.
Lamb, who is also featured in this year’s swimsuit calendar, reflected joyfully on her experiences with the promotional events, indicating they add to the fun of the Hooters brand. Kiefer’s definitive vision for the restaurant chain is to revive the essence that made Hooters popular: great food, exceptional service, and an engaging atmosphere.
As the company redefines itself, they are eager to embrace a new chapter centered around inclusivity and customer satisfaction while staying true to their roots.
Source
www.foxnews.com