In a world where dining establishments come and go, Hooters has been a mainstay for decades, known for its wings, sports, and the distinctive uniforms of its waitresses.

But as the tides of culture and economy shift, even the most iconic brands must adapt or face the consequences.

Hooters is no exception, and today, we're peeling back the curtain on their latest strategy to dodge bankruptcy and reinvent themselves for a new era.



Hooters has made the bold decision to eliminate one of its most talked-about promotions: bikini nights. This move is part of a broader effort to overhaul the brand's image and appeal to a wider audience.

The company's leadership acknowledges that what once drew crowds and defined their identity has started to alienate potential customers, with some feeling the concept is outdated or even off-putting.

The owners feel as if the switch from a beachy destination to a risque image caused a negative impact on the restaurant.

In 2021, the company rolled out updated uniforms that were criticized for resembling underwear rather than the athletic-style shorts that defined the original Hooters look.



They also launched “bikini nights,” where servers waited on customers while wearing actual bikinis.

While Hooters has long maintained a balance between provocative and family-friendly branding, recent cultural shifts have made its image feel increasingly out of touch.

But it's not just about changing the dress code. Hooters is also committing to using fresher ingredients and speeding up service through a 60-second door-to-table service model, according to Bloomberg.

The goal is to shift the focus back to what made Hooters a household name in the first place: a fun, family-friendly atmosphere where everyone can enjoy good food and good times.



Neil Kiefer, CEO of HMC Hospitality Group, which owns a portion of the Hooters chain, has coined the term “re-Hooterization” to describe this transformation.

The initiative aims to recapture the essence of Hooters' original charm—a place where couples, families, and friends of all ages can gather without hesitation or discomfort.



The COVID-19 pandemic has been unkind to many businesses, and Hooters felt the sting acutely. This kind of pressure was also faced by other businesses like Red Lobster and TGI Friday’s, both declaring bankruptcy in 2024.

With over 40 locations closing last year, the chain's presence in the US has dwindled from its peak of 400 in 2008 to around 250.



As America emerges from the pandemic and people begin to dine out again, Hooters is reevaluating its core strategies to stay relevant and competitive.

The impact of these changes has already been felt across the country, with numerous Hooters locations shutting their doors for good.


Mark Kalinowski, CEO of restaurant investment firm Kalinowski Equity Research, noted, “What was novel in the 1980s is a legacy business today,” adding that fast-casual and quick-service restaurants have steadily taken market share from traditional casual dining chains.



Still, the negative publicity surrounding its Chapter 11 filing has hurt the brand, which is also burdened by significant and complex debt.

Its potential comeback may hinge on redefining its identity—finding what sets it apart without relying on revealing uniforms or the dated, "depressing" brand image it’s come to represent.

Also read: Is your go-to diner shutting down? America’s beloved chain to close more locations—here’s what’s happening


What are your thoughts on Hooters' decision to end bikini nights and revamp its image? Do you think these changes will be enough to save the brand from bankruptcy? Have you noticed other establishments making similar shifts to stay relevant? Share your insights and experiences in the comments below!