Hooters CEO Sal Melilli joins “Fox & Friends” to discuss plans to return the brand to its roots as a “neighborhood restaurant.”
Hooters is making a comeback and its new owners are updating its menu and changing the image that once defined the restaurant chain.
Original Hooters LLC, the original founders and investors behind the very first Hooters restaurant, acquired Hooters of America during its bankruptcy restructuring earlier this year. The group now plans to return the chain “to its roots as a local beach-themed hangout.”
Hooters opened its first restaurant in Clearwater, Florida, in 1983. Since then, it has become known for its scantily clad waitresses dressed in distinctive orange and white uniforms. As part of this new era, Original Hooters said the company will implement restaurant and equipment improvements and create a simplified menu with “higher quality ingredients,” including the transition from frozen to fresh wings.
HOOTERS CLOSING DOZENS OF “UNDER-PERFORMING” RESTAURANTS, OPTIMISTIC FOR THE FUTURE: REPORTS
All server uniforms will return to the brand’s original “beach vibe and heritage,” with some locations incorporating palm tree-inspired decor to highlight that theme.
The iconic orange shorts, which have gradually become shorter over the years, will return to their classic ’80s athletic style. In line with this change, the company has also confirmed that it will be ending its weekly bikini parties.
Hooters’ new uniforms are a throwback to the company’s original outfits. (Hooters)
“We’re not just acquiring restaurants – we’re taking back the Hooters name to show the world who we really are,” said Neil Kiefer, CEO of Hooters Inc., adding that the company’s vision is to “ensure Hooters remains a place where everyone feels welcome.”
The chain filed for Chapter 11 bankruptcy in March, allowing it to restructure its debt while continuing operations. The company, like many others in the industry, has faced mounting debt, liquidity problems and declining traffic, forcing it to seek relief in bankruptcy court. At the time, Sal Melilli, CEO of Hooters of America, promised that Hooters restaurants “are here to stay.”
HOOTERS FILES FOR BANKRUPTCY AS RESTAURANTS CONTINUE TO BUSINESS AS USUAL: “HERE TO STAY”
During its restructuring, Original Hooters, alongside a group of experienced franchisees, agreed to purchase and operate some of the restaurants Hooters currently owns.
Original Hooters, with its partners at Hoot Owl Restaurants LLC, now operates 140 of 198 domestic locations across the United States, all of which will move away from sexually explicit branding.
In March, when the company announced its restructuring deal, Melilli said “the renowned Hooters restaurants are here to stay.” The CEO also said “Fox and Friends” in April, he couldn’t be more excited about this new era.
THE RED LOBSTER IS BACK; CEO CHARTS THE FUTURE OF THE SEAFOOD CHAIN
A view inside a renovated Hooters restaurant. (Hooters/Fox News)
“The original owners are taking the concept, returning it to its roots and restoring it to the success it has enjoyed for 42 years,” he said.
In addition to its operational changes, the company plans to prioritize charitable work and community events, efforts that have been an integral part of Hooters’ identity since its founding in 1983.
“We do programs like Wings for Children, for education. We sponsor first responders. We do veterans days, breast cancer programs with the V Foundation, Moffitt Cancer [Center]Joe DiMaggio Children’s Hospital,” Melilli said.
GET FOX BUSINESS ON THE GO BY CLICKING HERE
“We’ve always done these things. Now is the opportunity to get back to it. While each owner has brought their own flavor, we’re about to go back to our roots with our original Clearwater-based group and bring it back to what the brand is all about.”
An exterior view of a Hooters restaurant. (Hooters/Fox News)
Jordan Lee, brand strategist and media relations specialist at The PR Group, said the company’s decision to revamp the branding was a smart and timely move.
“Generations Z and Alpha are showing a clear decline in sexual lust, and as the ‘dirty old man’ population ages, restaurant chains are going to have to compete on the strength of their food and the quality of the overall experience,” Lee said, adding that “younger consumers care about authenticity, inclusiveness and the dining experience itself. Focusing on food, service and atmosphere will do much more for the brand than relying on sexual gimmicks outdated.”
FOX News’ Kayla Bailey contributed to this report.
