The Strange Change Hooters Is Trying To Make

Hooters is a truly fascinating chain restaurant. People genuinely laud their wings as some of the best in the business. You want to go there to enjoy a hefty serving of buffalo drenched wings and watch the game with your boys.

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There’s just the one glaring problem that hasn’t advanced with the times. This same problem has caused troubled financial situations for the company that have long loomed over the franchise. In an endless attempt to dig themselves out of trouble, the chain is trying to change things up with one bizarre but daring attempt―bring your family!

Just What The Kids Want To See, I’m Sure

This time Hooters wants you to invite your wife and kids―to Hooters―and have it not be a joke for your 40th birthday party. According to current Hooters leadership, this is an attempt to get the company back to where the founders originally wanted to see it (not the current scantily-clad―and dare we say, sexist―version).

In a recent interview with PEOPLE, CEO Neil Kiefer said the company wants to make the brand appeal to the general public. “It’s a neighborhood place that many families frequent […] and singles and couples,” Kiefer said. More akin to ol’ Applebee’s, if you will. They aim to do this by focusing their identity towards a casual beach bar vibe.

Can They Get There?

Last year, Hooters started this process by reintroducing their older uniform styles. Things are getting longer and the servers are getting more coverage. A great step forward! They’re pairing wardrobe changes with a menu overhaul to make sure there’s something on the menu for everyone. They’re aiming to put foods you actually want to choose instead of settling for. The iconic wings are getting a refresh!

That’s not to say that there isn’t a lot of work ahead for them. Hooters, understandably, has a reputation that will take quite some time to chisel away. I mean all I had to do in the intro was reference the main problem with turning Hooters into a restaurant you won’t feel embarrassed about going to and you knew what I was talking about.

While it certainly is a steep road ahead of them, it’s nice to see them taking ownership of how and why things went off course. I guess we’ll see you on the other side when we do a Hooters wing taste test to see just how successful they were.