Hooters’ Founders Aim to Revive Chain: “America Needs Us”
A group of original Hooters founders from Florida is making headlines as they aim to revive the struggling restaurant chain. Facing bankruptcy, they are purchasing back franchises to restore the brand’s iconic legacy. Founded in 1983, Hooters is well-known for its chicken wings and distinctively dressed servers.
Plans for Reviving Hooters Chain
Neil Kiefer, CEO of the Original Hooters Founders Group, has stepped in to spearhead the revival. At 73, Kiefer initiated contact with the remaining co-creators, including Gil DiGiannantonio, Edward Droste, and Dennis Johnson. Together, they plan to refurbish the 111 locations acquired from Hooters of America, which recently entered bankruptcy. The group’s previous locations averaged $4.7 million in annual sales per franchise.
Revitalizing the Brand
The founders have pledged to inject approximately $40 million to enhance the restaurant’s image and quality. Kiefer believes the prior owners oversexualized the brand, steering it away from its wholesome roots. The plan includes:
- Improving food quality and menu offerings.
- Reinstating the traditional Hooters appearance for staff.
- Focusing on a family-friendly atmosphere.
Historical Context
The Hooters brand began as a whimsical idea among friends in Clearwater, Florida. Their corporate registration amusingly came back on April Fool’s Day, marking the start of an empire. Initially gaining traction through clever marketing strategies, the chain expanded its footprint and thrived amid a competitive landscape.
However, the chain faced challenges in recent years, with declining sales from a peak of $1.2 billion in 2009 to just $678 million in 2024. These hardships ultimately led to the bankruptcy filing. The founders, motivated by a deep emotional connection, are determined to restore Hooters to its former glory.
Next Steps for the Founders
Kiefer and his team understand the hurdles ahead. They must navigate a highly competitive restaurant market, including giants like Buffalo Wild Wings and Wingstop. The founders aim to stabilize and revitalize their locations by:
- Addressing health and safety concerns.
- Implementing staff training programs.
- Revamping the original food menu and maintaining its quality.
As the founders prepare for this ambitious transformation, they are committed to reinvesting profits into the restaurant chain for several years. This approach reflects their dedication to reviving a cherished establishment in American dining culture. “America needs us,” Droste reiterated, emphasizing the brand’s role as a neighborhood staple.
