Brand Image Transformation - Hooters is undergoing a brand image remake following a bankruptcy filing in March [1] - The company CEO states there won't be any more "butt cheeks hanging out," indicating a shift in marketing strategy [1] Leadership & Strategy - Hooters Management Corporation CEO Neil Kiefer is leading the turnaround plan [1]

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]

As filed with the Securities and Exchange Commission on February 14, 2025. UNITED STATES SECURITIES AND EXCHANGE COMMISSION WASHINGTON, D.C. 20549 Amendment No. 6 to FORM S-1 REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933 FUNCTIONAL BRANDS INC. (formerly HT Naturals Inc.) (Exact name of registrant as specified in its charter) Delaware 325411 85-4094332 (I.R.S. Employer (State or other jurisdiction of incorporation or organization) (Primary Standard Industrial Classification Code Number) Identificat ...