When the original founders of Hooters regained control of the renowned restaurant chain after its corporate bankruptcy, a promise accompanied their return: restoring the chain to its origins. Neil Kiefer, founding member and CEO of Hooters Inc., emphasized dialing back an overly sexualized image and focusing once again on food and hospitality. The intent was to widen the brand’s appeal to families and younger clients, moving away from what Kiefer described as “little boys’ club stores.”
In contrast, the Hooters locations in South Florida, operated by the original ownership, have consistently catered to families and children. Gracie Williams, a Hooters employee of nearly six years, stated, “Here in South Florida, nothing is changing for us.” She highlighted that they maintain their role as Hooters girls, consistent with how they have presented from the beginning.
Micayla Williams, a colleague with two years at Hooters, echoed similar sentiments, emphasizing the presence of families, elderly patrons, teenagers, and kids in their customer base. Their experiences provide a contrasting viewpoint to the broader national discussions about Hooters.
Kiefer’s strategy focuses on restoring broader appeal across all locations, aligning with the consumer base of the original Hooters. In molding public perception, the emphasis lies on hospitality, quality of food, and community involvement. The approach moves away from “renegade stores” that leaned more toward sexualization.
Williams underscored that while they aim to create an oasis with excellent food, cold drinks, and a welcoming atmosphere, the South Florida Hooters have always prioritized community involvement. Fundraising events further reinforce their role within the local community, supporting charities and youth sports organizations.
During daytime hours, families prominently occupy the Hooters locations, especially those by the beach where parents enjoy the surroundings while their children play. Popular menu items include chicken wings and curly fries, according to the servers.
Gracie Williams highlighted fundraising events that involve local charities and sporting activities, illustrating the restaurant’s commitment to community engagement.
As Hooters endeavors to reshape its image and attract a new generation, the staff in South Florida maintain their operations and continue appealing to a diverse customer base. The focus remains on hospitality and community support.