"In recent months, the original owners have moved to reclaim much of the business, acquiring roughly 140 locations with a plan to 're-Hooterize' the brand." (opens in new tab)

"The effort is led by Neil Kiefer, who was once the founders’ lawyer and is now the chief executive. He aims to return Hooters to what he described as its core identity — a casual place with a family-friendly vibe. 'There’s a lot to clean up,' Kiefer, 74, said in an interview. Under private equity control, Kiefer argued, the franchise operators leaned into more overtly sexual marketing, notably a 2021 decision to introduce . 'We’re getting back to what makes us a beach-themed restaurant as op...