Hooters is working to broaden its appeal to families and younger customers by re-emphasizing its food and hospitality, a strategy CEO Neil Kiefer has linked to returning the brand to its roots. This effort aims to move away from an "oversexualized image" that some corporate locations had developed, which Kiefer described as becoming "little boys' club stores."
However, servers at Hooters locations in South Florida, which have historically been operated by the original ownership group, assert that families and children have always been a part of their customer base. "Here in South Florida, nothing is changing for us," said Gracie Williams, a server and bartender with nearly six years at Hooters. "We are the same Hooters girls that we have been from the start."
Micayla Williams, who has worked at Hooters for about two years, echoed this sentiment, stating that her locations have always welcomed families, elderly individuals, teenagers, and children. "Nothing's really changed for our locations," she said.
The emphasis for Hooters nationally is on hospitality, food, and community involvement, according to Kiefer, while dialing back what he termed "renegade stores" that had become "oversexualized." In South Florida, community involvement has consistently been part of the business model, according to the servers. Gracie Williams noted that the restaurants aim to be an "oasis for others to come" with "good food, hot wings, cold beer and, of course, pretty girls."
Both servers pointed to the existing customer mix as evidence that the public perception of Hooters may differ from the reality at some locations. Micayla Williams stated that during the day, particularly at beachside locations, families constitute a significant portion of the clientele. "Obviously, we get more families during the day," she said, adding that date nights are also common. Gracie Williams noted that their oceanfront location attracts parents and children who spend time at the beach, with parents coming in for food after the children return from the shore.
Community involvement is also demonstrated through fundraising events where a portion of sales is donated to local charities and youth sports organizations. Gracie Williams recalled hosting numerous rugby players and multiple teams at a recent fundraiser, reinforcing the restaurant's role within the community. She defined "regulars" at Hooters not just as individuals who provide significant business, but as a form of "family."
As Hooters endeavors to attract a new generation of customers and reshape its image nationally, the employees at its South Florida restaurants maintain that their approach has long aligned with the brand's original vision, focusing on broad customer appeal and community integration.