Hooters Closes Multiple Locations Amid Bankruptcy and Rebrand Effort
The 'breastaurant' chain has shuttered locations in New York, Massachusetts, Connecticut, and Minnesota as it attempts to restructure debt and pivot to a more family-friendly image.
Hooters has closed its remaining restaurants in New York and Massachusetts, the latest in a string of closures affecting the iconic chain. The company filed for Chapter 11 bankruptcy in March, seeking to restructure $376 million in debt.
New York's final Hooters location, in Colonie, has ceased operations after 15 years. In Massachusetts, the last three restaurants in Dedham, Saugus, and West Springfield also recently closed. This follows earlier closures of the last remaining Hooters in Wethersfield, Connecticut, and its final Minnesota outpost at the Mall of America.
Customers arriving at the closed Massachusetts locations were met with signs stating the decision was made as part of efforts "to focus, revitalize and strengthen the original Hooters brand across America." The notices expressed gratitude for years of patronage and "great times, cold beer, hot wings and unforgettable memories."
At its peak, Hooters operated approximately 420 restaurants across 42 states. However, the 43-year-old chain has faced declining sales and struggled to adapt to evolving consumer preferences. Factors contributing to its financial challenges include the 2008 recession, the COVID-19 pandemic, rising costs, and inflation. Last year, the company closed around 40 "underperforming" locations.
CEO Neil Kiefer, who has led the company since 1992, is spearheading a rebranding effort aimed at returning the chain to its original vision of a "beach-themed place centered around the Hooters Girls, good food and being an easy place to relax." Kiefer stated that after private equity firms took over certain locations in 2001, the brand moved away from its core identity. The original owners reacquired the brand's intellectual property in the fall of 2025, following Hooters of America's bankruptcy filing, and also acquired about 140 locations to "re-Hooterize" the brand.
Kiefer noted that uniform changes, which he described as becoming more sexualized over the last 10 to 15 years, may have alienated customers. He indicated that the company is revising uniforms, stating, "I don't think you're going to see a bunch of butt cheeks hanging out." The initial concept featured servers in dolphin running shorts, a style Kiefer characterized as "sporty athletic."
As part of the rebranding, Hooters has introduced initiatives such as "Kids Eat Free" promotions on Saturdays and sells Hooters-branded baby onesies, aiming to appeal to families. However, the chain has also continued to host "bikini nights" in some locations, where servers wear swimsuits. These mixed messages have sparked debate online regarding the brand's appropriateness for children.
Despite the widespread closures, Kiefer expressed optimism, noting that Florida and Chicago stores operating under original ownership are experiencing sales increases after implementing his strategic changes.