Hooters is set to eliminate its controversial 'bikini nights' in a bid to become more family-friendly and avoid potential bankruptcy. CEO Neil Kiefer reports that they are undergoing a significant image makeover, moving away from their trademark scantily clad waitresses in favor of a more inclusive atmosphere. As the chain grapples with waning foot traffic and financial struggles, changes include offering fresher ingredients and improved service. Past criticisms regarding the brand’s sexualized image have prompted this transformation to attract a broader clientele.
The so-called 'breastaurant' is attempting to overhaul its image, too, according to Kiefer. Infamous for its scantily clad waitresses in bright orange hot pants and revealing baby tees and tank tops, the eatery is now undergoing a PG revamp.
We want to change that. You go to some parts of the country and people say, 'Oh, I could never go to Hooters, my wife would kill me,' Kiefer said. That's depressing to us.
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