Hooters is trying to go back to its original beach-themed roots as CEO Neil Kiefer says the chain wants to be seen as a relaxed, family-friendly neighborhood restaurant again. He says the brand drifted away from that image under private equity ownership after 2001, pointing to overly sexualized uniforms and operational changes that he believes pushed customers away. The company recently regained control of the brand after Hooters of America filed for Chapter 11 bankruptcy last year, and it’s now updating uniforms, going back to some of the original menu elements and working to rebuild trust with families and longtime customers. Despite the chain’s reputation, Kiefer insists Hooters has always welcomed families, saying many locations regularly serve parents, kids, sports teams and community groups
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