Hooters, the iconic casual dining chain long associated with skimpy uniforms and “breastaurant” branding, filed for Chapter 11 bankruptcy in March and closed multiple locations. The chain is now undergoing a major transformation. The company’s founders are reclaiming ownership and steering the brand back to its roots, emphasizing family-friendly dining, community engagement, and charitable initiatives.

Under the leadership of veteran Hooters executive Neil Kiefer, the chain is rolling out a strategy dubbed “re-Hooterization,” which includes reverting to its traditional orange shorts and tank tops while toning down the more revealing uniforms introduced in recent years. CEO Sal Melilli said some locations now serve a majority of women and children, signaling a deliberate pivot in clientele

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