Hooters is relaunching after its bankruptcy. The company introduces a refreshed menu, a stronger focus on service and a new version of its classic uniform. More specifically, Hooters brings back the 1980s uniform that originally defined the brand. The owners want to move away from the overtly sexy look and return to the beach inspired heritage of the chain. But does a uniform from the 1980s still work in a new era? And does the new generation even want it?
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The Hooters concept and uniform were once hugely successful
Hooters was founded in 1983 by six men who wanted to create a place where men could drink beer, eat chicken wings and watch football. But of course, it was the scantily dressed waitresses who drew attention. When the founders released their first calendar in 1985 featuring photos of their female staff, the brand really took off. Lynne Austin appeared on the cover (photo above), and she became a sensation. The owners sent her picture to Playboy, which published it.
It turned out to be a brilliant marketing move. Soon after, a television series followed with a large international audience. In the 1990s, Hooters gained even more attention by sponsoring auto racing and launching a line of Hooters sauces in supermarkets. New restaurants opened around the world.
The Hooters dress code for servers
Hooters required servers to wear small outfits and follow strict dress and behaviour rules. Managers expected the women to build a personal connection with guests. They had to stay friendly, engaging and open about personal experiences.
The company also enforced a specific body ideal. Servers had to stay slim and exercise regularly. Shorts only came in sizes up to medium, which made weight gain almost impossible. Employees also had to buy additional sets of work clothing.
Hooters hired women from different backgrounds but still pushed them toward one uniform appearance. Nails had to be neutral or French manicure. Makeup had to look glamorous and fit the sexy brand identity. According to company guidelines the servers were not regular waitresses but models cast for a glamorous role in the Hooters fantasy world. Contracts even stated that sexual comments from guests were normal in the restaurants. New employees had to sign that they did not find this environment offensive, hostile or intimidating.
When it came to hair, the company preferred long, smooth waves. Ponytails or headbands were not allowed. These hair rules drew criticism from Black women, whose natural hairstyles were effectively forbidden.
Hooters struggled more and more
In 2006, the chain opened a casino, but from then on things went downhill. Rising staff and food costs, combined with declining restaurant spending, made it increasingly difficult to turn a profit. The concept of women serving chicken wings in tiny outfits became less and less popular. The outfits had become even smaller over the years. In 2021, servers complained on social media about the new shorts, which looked more like underwear than shorts.
The company eventually filed for bankruptcy in March 2025, with 376 million dollars in debt.
An old uniform in a new era: Hooters returns to the 1980s
Now the owners have decided to relaunch the brand. According to the press release, the focus will be on restaurant upgrades, exceptional service, improved equipment and a streamlined menu built around better quality ingredients.
Hooters also stated: “We have always focused on delivering a unique, fun dining experience and remain committed to honoring the traditions created by millions of Hooters fans around the world. And of course, what has always made Hooters special are the iconic World Famous Hooters Girls. As part of this change, all uniforms will return to the original look, while staying true to the beachy vibe and the heritage of the brand.”
Some fans will surely welcome the relaunch, but the question is whether the concept is still viable in 2025. Bringing back an outfit from the 1980s works fine when it comes to fashion or interior design. You wear a retro item, but with the comfortable fit of modern clothing. Or you hang a vintage print on your wall, but place a modern TV in front of it. And that is exactly where Hooters goes wrong. They want to bring back not only the 1980s uniform, but also the mentality that came with it. By making women serve in tiny outfits, they continue to present them as entertainment, leading to objectification.
Hooters and Generation Z
According to the press release (2023), millennials make up 50 percent of Hooters’ audience, while Generation X accounts for 27 percent and baby boomers for 11 percent. These groups no longer generate enough revenue, so Hooters shifts its focus to Generation Z. This generation actively prioritizes women’s rights, gender equality and representation, far more than previous groups. They also show little interest in nostalgia. Hooters peaked in the 80s and 90s, long before this generation arrived.
The real question is whether a gender-conscious generation chooses a concept built around scantily dressed women. Even if Hooters upgrades the menu, the company still relies on the servers to define the brand. Young visitors may walk in out of curiosity, but only a fraction will return.
A niche audience still supports the concept, but that group has shrunk. Despite this, the owners plan to renovate and reopen 140 of the 198 American restaurants. Hooters also operates more than 60 international locations in 29 countries, including Mexico, Canada and the United Kingdom. These locations stayed open during the bankruptcy. The company has not explained yet how it will position these restaurants, but a small number of locations can still attract loyal fans.
The 1980s uniform won’t make a difference
The 1980s Hooters uniform might look nostalgic, but in 2025 it feels like a symbol of a bygone era.
A brand that wants to reinvent itself should focus on the philosophy behind the uniform, not on whether the shorts should be slightly bigger or smaller.
Best,
Aileen