The great American breastaurant empire is on the ropes. Hooters of America just filed for bankruptcy in Texas, looking to offload all its company-owned locations to a group tied to its original founders. And with that, the winds of change are blowing—straight toward a family-friendly rebrand.
Currently, Hooters operates 151 restaurants directly, with another 154 under franchise agreements. The chain, famous for its wings, beer, and tight-shirted waitstaff, vows to keep its doors open and “operate in a business-as-usual manner” while navigating the bankruptcy courts.
Like most of the casual dining sector, Hooters has been struggling against rising costs, higher wages, and a customer base that just isn’t spending like it used to.
“Our renowned Hooters restaurants are here to stay,” Hooters CEO Sal Melilli assured in a statement, calling the bankruptcy an “important milestone” in solidifying the brand’s future.
The company plans to sell off all corporate-owned locations to a duo of franchise operators with 14 of the chain’s most successful outlets in Tampa and Chicago. The kicker? The deal brings some of Hooters’ original founders back into the fold, and they’ve got a radical new vision: less bikinis, more booster seats.
That’s right—Hooters is going “back to its roots” by pivoting to a more wholesome, family-friendly image. No more bikini nights, no more leaning into the brand’s not-so-subtle reputation. Instead, the focus is on making the joint a place where dad, mom, and the kids can all chow down on wings without a side of cleavage.
The financial details of the deal are still under wraps, pending approval from a bankruptcy judge, but the rescue plan is expected to be finalized within the next four months.
Founded in 1983, Hooters built its empire on chicken wings, cold beer, and the unmistakable aesthetic of its Hooters Girls. Whether a toned-down, family-friendly version of the chain can survive in today’s brutal restaurant market remains to be seen. But one thing’s certain—change is coming. And for Hooters purists, it might not be the kind they ordered.
Last modified: April 1, 2025
