Hooters is continuing to shrink its footprint in Florida as the iconic restaurant chain works to rebuild following bankruptcy and reposition itself for a new generation of customers. While several Florida restaurants have closed as part of the company’s restructuring, executives say the brand’s future depends on returning to its original vision as a neighborhood restaurant that welcomes families—not just sports fans.
A new direction for a familiar brand
CEO Neil Kiefer, one of the company’s longtime leaders and part of the group that reacquired Hooters after its bankruptcy, recently outlined plans to move away from the more sexualized image the chain developed over the past two decades. The company is restoring its original orange-and-white server uniforms, eliminating promotions such as “bikini nights,” returning to its original wing sauce recipe, and emphasizing a beach-themed, family-friendly atmosphere.
Kiefer has said the goal is to make Hooters a place where families, couples, and groups of friends feel comfortable dining together while preserving the chain’s signature food and casual sports-bar environment.
Florida remains central to the brand
Founded in Clearwater in 1983, Hooters has deep roots in Florida, making the recent closures especially significant for longtime fans. Although some underperforming restaurants have shut their doors during the restructuring process, the company continues to operate dozens of locations across the state and says it is investing in the long-term health of the brand.
The strategy reflects a broader effort to stabilize the business after years of financial struggles, increased competition, and changing consumer preferences. Company leaders believe that by simplifying operations, improving food quality, and broadening the restaurant’s appeal, Hooters can regain customers and position itself for long-term growth. Whether the family-friendly makeover resonates with diners remains to be seen, but the chain is betting that a return to its roots offers the best path forward.
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