When you think about the restaurant Hooters, you’re probably not considering it as an option for a place to take the whole family to dinner. Hooters of America, LLC, has 43o restaurants. You can find a Hooters in 38 states and in 27 different countries. They serve bar food like wings, tacos, and burgers, along with plenty of alcohol. But it’s safe to say their cuisine is hardly what the company is known for. Hooters is known for staffing attractive women that wear pretty revealing outfits, according to Today.
An average waitress at Hooters would likely be wearing a pair of bright orange booty shorts, a low-cut tank top, and a push up bra. Most of the staff are composed of young, beautiful women, which certainly has made the restaurant a popular spot for men. However, the restaurant is planning to expand and shift away from the reputation that they’ve long been known for. They aren’t planning to get rid of Hooters altogether, but they are going to add some more family-friendly restaurants. The branch off restaurants have already begun popping up around the country, and they are called Hoots.
The main difference in this family-friendly version of Hooters is not the menu choices. In fact, the food options are staying pretty much the same. The main difference will be in the way the servers are dressed. Instead of the revealing, skimpy tank tops, waitresses will wear an orange T-shirt and more modest pants.
Why did Hooters decide to make such a drastic change? It had to do with the way that society has shifted through the years. Using provocative outfits to sell wings just doesn’t work as well as it once did.
Hooters of America CEO Terry Marks released a statement regarding how this change came to be.
“It’s a logical extension of the brand and [opening more Hoots] will provide more people with more opportunities to enjoy our world famous wings,” he said.
— Hooters (@Hooters) July 8, 2019
Doug Radkey, the owner and lead consultant of Key Restaurant Group, stated that Hooters’ shift in marketing will allow for women, not just men, to enjoy the food the restaurant chain offers, without the sexual overtone the restaurant once had.
“Providing a concept that equally employs males and females in both the kitchen and front-of-house, in addition to providing staff less provocative uniforms, sets this brand to compete in an era where staff culture, gender equality and brand perception is just as important to younger restaurant goers [as] the menu.”