The chain became mired in controversy in recent years, and is looking to change its public perception by focusing on 'family and community.'
, Hooters of America filed for bankruptcy in March of last year. It was then purchased by two of its most successful franchisees, along with its founding group Hooters , Inc., — or “Original Hooters ,” as they call themselves — allowing for the brand to remain on life support.
PR Week states that the brand has since been working on returning to its roots as a way to change its image with a focus on service and a vibe of family-friendliness. “Since opening the first Hooters restaurant in 1983 in Clearwater, , Original Hooters has always been committed to delivering a uniquely fun dining experience and remains dedicated to honoring the traditions that have created millions of Hooters fans around the world,” a companyreads. “They’re committed to bringing these same experiences and values to the restaurants they are acquiring around the country. “Post-acquisition, Original Hooters is focused on restaurant upgrades, exceptional service, equipment enhancements, and a streamlined menu built around better, higher-quality ingredients.” The release adds: “As it has always been with Original Hooters, the restaurants will feature a renewed focus on family and community brought to life through events, local partnerships, sponsorships and initiatives that connect with the neighborhoods and locals they service.” “We’re not just acquiring restaurants — we’re taking back the Hooters name to show the world who we really are,” said CEO of Hooters Inc., Neil Kiefer, via the release. “Our vision is about more than great food and service. “It’s about bringing people together, making memories, and ensuring that Hooters remains a place where everyone feels welcome. We’ve done this successfully for over 40 years and are beyond excited to rebuild trust one wing, customer, and one family at a time.”Claudia Dimuro is a trends reporter and host of "Today in Pa.," an Keystone Award-winning podcast which covers the stories that are important to Pennsylvania.
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