Hooters is launching a “re-Hooterization” after Hooters Inc. finalized the acquisition of Hooters of America, placing about 140 of 198 U.S. locations under Original Hooters and Hoot Owl Restaurants, Audacy reported. It will restore original server uniforms and simplify menus, bringing back hand-breaded wings, classic sauces, wild-caught fish, and in-house dressings.

CEO Neil Kiefer said attire will be more athletic and less revealing after backlash to the 2021 shorts. Earlier this year, Audacy reported the brand had entered Chapter 11 bankruptcy.

The DX Brief

  • Hooters Inc. finalized the acquisition of Hooters of America, with Original Hooters and Hoot Owl Restaurants now owning about 140 of 198 U.S. locations.
  • The company is launching “re-Hooterization,” a restoration of original 1980s-inspired uniforms to be more athletic and less revealing.
  • The menu has been simplified, featuring hand-breaded wings, Grade AA butter-based sauces, wild-caught fish, fresh-cut salads, and in-house ranch and blue cheese dressing returning.
  • Shift follows backlash to 2021 shorts as Hooters aims for family-friendly, community-focused positioning.
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Read the full article at Audacy