Hooters CEO Describes Shift Toward Family-Friendly Focus

Hooters CEO Neil Kiefer said the chain is returning to a neighborhood restaurant model that includes families. The comments follow a change in ownership after Hooters of America filed for bankruptcy in 2025. Kiefer, who has worked at the company since its founding in 1983, told People the original concept was always intended as a beach-themed place where families could visit.

He said private equity firms that took control of some locations after 2001 steered the brand away from that model.

The original owners regained control of the intellectual property after Hooters of America filed for Chapter 11 bankruptcy in fall 2025. Kiefer said the move was not primarily financial but aimed at restoring the brand's original standards. He cited two specific changes made under prior management: the use of different sauce on menu items and alterations to server uniforms.

Kiefer said about 70 percent of food products now carry the original sauce and that uniforms are being adjusted.

U.S. sales at Hooters locations fell more than 31 percent and the number of units dropped nearly 25 percent between 2019 and 2024, according to Restaurant Business. 7 million, more than twice the level reported by Hooters of America units. At the end of April, Kiefer said the chain was showing improved sales and net income for 2026.