Inside Hooters’ $30M Pivot From ‘Breastaurant’ to ‘Wholesome’ | WSJ

Brand & Strategy - Hooters aims to unify its brand vision, moving towards a more family-oriented approach after a period of inconsistent execution under different ownership [2][5] - The company plans to standardize uniforms across all locations, focusing on the original shorts design to avoid overly sexualized presentations [8] - Menu simplification is planned to focus on core offerings and improve execution, emphasizing popular items like the original Hooters sauce [12] Operations & Quality - The group emphasizes the use of fresh, high-quality ingredients, including AA butter and fresh chicken, to differentiate itself in the competitive casual dining market [13][19] - The company is investing approximately $300,000 per unit to improve the acquired restaurants, focusing on safety and necessary upgrades [16] - Enhanced server training is a priority to improve customer service and restore a positive work culture [15][16] Financial & Market Position - The previous private equity ownership was perceived as overly focused on ROI, leading to brand deterioration and unnecessary bankruptcy [6][4] - The company highlights the importance of re-engaging with local communities and delivering a consistent brand experience to regain customer trust [21] - Hooters waitresses in successful markets average around $27 per hour, emphasizing the importance of good service for good earnings [9]