When the original founders of Hooters reclaimed control of the well-known restaurant chain following a corporate bankruptcy, they set a course to restore its foundational values. The focus has been on scaling back what Neil Kiefer, CEO of Hooters Inc., identified as an overly sexualized image. The intention is to highlight food and hospitality, while expanding the brand’s appeal to a wider audience, including families and younger patrons.
In the South Florida Hooters locations, the servers maintain they’ve always been family-oriented. Gracie Williams, a waitress and bartender with nearly six years at the Fort Lauderdale Hooters, affirms that no changes are occurring within their operations.
"Here in South Florida, nothing is changing for us," Williams shared with Fox News Digital. "We are the same Hooters girls that we have been from the start."
Micayla Williams, another server, echoed these sentiments, emphasizing the diverse clientele they serve, which includes families, elderly customers, teenagers, and children.
Their experience represents a regional perspective on the broader national discourse surrounding Hooters. As the chain aims to reshape its public image, employees at the Fort Lauderdale locations illustrate that catering to a diverse customer base is not new.
Kiefer has stated that reestablishing a broad appeal across all restaurants is a key strategy. The emphasis returns to food, hospitality, and community engagement, moving away from what were known as “renegade stores” that indulged in an oversexualized portrayal.
"We’re always building an oasis for others to come. Good food, hot wings, cold beer, and, of course, pretty girls," Williams explained, confirming the brand’s enduring appeal.
During daytime hours, families constitute a significant portion of patrons at South Florida’s beachside locations. Chicken wings and curly fries remain popular choices.
The restaurants’ community involvement includes fundraising events, benefiting local charities and youth sports groups. Williams noted these events serve to strengthen community ties.
"Regulars aren’t necessarily what people think. Here at Hooters, regulars are our family," she concluded.
As Hooters continues to shift its narrative to appeal beyond longstanding stereotypes, the staff in South Florida underline that for them, the operations are simply a continuation of business as usual.