Hooters changes iconic shorts to promote comfort and family appeal

In the United States, the restaurant chain Hooters is undergoing a brand transformation led by CEO Neil Kiefer. The rebranding includes a significant change to the uniforms worn by the waitresses, specifically the well-known orange shorts, which will be redesigned to reflect a more athletic and less revealing style. Kiefer’s initiative is part of a broader strategy to reclaim the Hooters brand that emphasizes comfort and a family-friendly atmosphere. The changes come as a response to evolving societal norms around women’s attire and the desire to accommodate a wider demographic of customers, including women and families. In the early years of Hooters, the orange shorts were designed to be provocative, aligning with the establishment's “breastaurant” image. However, under the new leadership, Kiefer aims to pivot that image away from sexual appeal to one focused on professionalism and athleticism. He emphasized that the uniforms need to fit appropriately and that the new design will offer a youthful, sporty look that aligns better with current customer expectations. This move seeks to ensure that all customers feel comfortable and welcome in Hooters establishments. Kiefer noted that the franchise intends to distance itself from the more revealing trends that were popularized by the previous ownership, Atlanta-based Hooters of America, which filed for Chapter 11 bankruptcy earlier this year. The changes are also seen as a step towards modernizing the brand to appeal to diverse audiences, including senior citizens who frequent the restaurants. Kiefer commented that while some long-time patrons may be upset about the uniform changes, the overall focus is on adapting to the evolving tastes and preferences of a broader customer base. As part of the rebranding process, Kiefer and his group also plan to take over corporate locations, aiming to rejuvenate the restaurant’s image. This effort aligns with a trend across various industries that reflects changing cultural dynamics and consumer behavior. The new uniforms are not just about aesthetics; they represent a significant shift in how Hooters intends to position itself in a competitive market increasingly focused on inclusivity and comfort.