Hooters is back: the legendary waitresses are once again the essence of the brand

According to a statement from CEO Neil Kiefer, the company is “not just buying restaurants, but taking back the Hooters name to show the world who we really are.” The decision sends a clear message: the company is once again seeing its laid-back, fun style, built around female servers, as its main appeal.

Hooters has been through major crises over the past decade. The restaurant chain has been criticized several times for its sexualized image, while dozens of locations have closed due to rising food and labor costs. The brand was acquired by private equity investors who tried to rebrand the concept as family-friendly, but that didn’t quite work out.

Now, the original founders, including Kiefer, have reacquired control and acquired 111 restaurants in the United States under the Hoot Owl Restaurants LLC umbrella. The group plans to operate 140 of the 198 units in total. The new menu once again features the classic hand-breaded chicken wing, homemade sauces and dressings, and wild-caught fish dishes.

The brand has also left its mark in Eastern Europe: The first Hooters opened in Budapest in 2012, which was promised at the time as a “fun, party place.” The Hungarian unit closed after five years, although according to Alex Hemingway, the person behind the concept, the Hungarian public was open to unconventional hospitality.

The current relaunch focuses on the United States, but industry analysts say Hooters is also trying to regain its former reputation globally – not afraid of scandals if necessary.