Hooters Founders Reclaim Brand, Launch ‘Re-Hooterization’ With Original Waitress Uniforms

Benzinga

Hooters’ founding group reacquired the brand after bankruptcy and launched a “re-Hooterization” campaign to revive its 1980s beach-style identity. CEO Neil Kiefer said the company will simplify menus, reconnect with local communities, and restore the chain’s classic image across 111 U.S. restaurants.

Transcript

00:00It's Benzinga bringing Wall Street to Main Street.

00:02Hooters' founding group finalized their reacquisition of the brand,

00:05pledging to restore its 1980s beachy identity after its recent bankruptcy, according to Bloomberg.

00:11CEO Neil Kiefer said the team is taking back the Hooters name through a re-Hooterization campaign

00:16focused on simplified menus, local community engagement, and a return to the original

00:20waitress uniforms. Founders criticized prior private equity owners for straying from the

00:25Shane's Roots. New company will operate 111 U.S. restaurants and with partners from Hoot Owl

00:30restaurants, control about 140 of the 198 domestic locations. For a fresh menu, we'll feature

00:35hand-breaded wings, wild-caught fish, and house-made salads. For all things money, visit Benzinga.com.

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