Hooters plans to make iconic orange shorts less revealing as part of brand rebirth
For decades the orange shorts worn by Hooters waitresses have been a calling card for the American restaurant chain They've served as a beacon for the so-called original breastaurant establishment and are part of what makes Hooters as its slogan insists delightfully tacky But to Neil Kiefer the CEO now leading the group seeking to reclaim the Hooters brand the uniforms aren't just fabric They're ingrained in Hooters' identity and he wants to dial them back from risqu to athletic HOOTERS ABRUPTLY CLOSES RESTAURANTS IN MULTIPLE STATES AMID BANKRUPTCY RESTRUCTURING 'NEVER EASY' You don't want to have a butt cheek in your plate Kiefer recounted Fox News Digital earlier this year Kiefer disclosed he wants to take back a look rooted in the s Hooters shorts were originally conceived he explained as dolphin shorts a sporty running-inspired style that men and women once wore Kiefer is the CEO of Hooters Inc the Clearwater Florida-based company that founded the Hooters concept in HOOTERS DITCHING BIKINI NIGHTS FOR OVER- CROWD AND FAMILIESHe advised Fox News Digital this spring that his group along with another franchisee plans to take over the remaining corporate Hooters locations that were operated by Atlanta-based Hooters of America which filed for Chapter bankruptcy earlier this year That means changing the iconic orange shorts that went to the more revealing look under Hooters of America stated Kiefer The shorts are supposed to be sized to fit appropriately Kiefer explained They're supposed to be athletic not so much sexual The citizens perception of Hooters and what the founders believe is sustainable for its future are key to the chain's next chapter FLORIDA HOME TO AMERICA'S TOP BEACH BARS AS DAYTONA BEACH SPOT LEADS THE LISTThe uniforms Kiefer argues are a nostalgic nod to Hooters' roots tempered by what he calls the youthful athletic look of the female servers that makes families women and everyday customers feel peaceful Alli Lamb has no complaints about the uniform The -year-old Hooters waitress and bartender started working at the Boca Raton Florida location which is independently owned and operated by the original franchisee while she was in college Hooters did not provide Fox News Digital with its uniform requirements but Lamb stated Fox News Digital in an April interview that trying on the outfit was part of the orientation process They make sure everything's good and that you're content in it Lamb announced As far as the uniforms go Lamb commented nothing really came as a surprise to me This is kind of what I expected she added She reported she's heard from a few who don't like the Hooters dress code which includes no colorful fingernails or visible tattoos CLICK HERE TO SIGN UP FOR OUR LIFESTYLE NEWSLETTER But honestly I think it makes it a little bit more professional she stated Lamb also appears on the back cover of the Hooters swimsuit calendar She declared she likes the uniform Everything's covered she revealed Nothing's out that doesn't need to be out Kiefer was quick to point out that the appeal of Hooters isn't just to young men I can guarantee you there's a bunch of senior citizens there male and female at in the afternoon he commented MORE FROM FOX NEWS LIFESTYLEAn indicator of that is the newest opening of a Hooters in The Villages Florida an age-restricted locality about miles northwest of Orlando Customers lined up outside the doors to the restaurant for the grand opening in May For Kiefer that mix of regulars proves Hooters works best when the attire feels approachable sporty enough to be delightfully tacky but not so revealing that it alienates customers who are there for the wings beer and camaraderie There may be those still out there that are upset that the shorts aren't going to be as short but that's just not what the brand is Kiefer declared So there may be chosen of those but we're really not worried about that This is not that type of drastic change
