Hooters gets new logo as part of sweeping overhaul

The wing-and-beer chain, celebrating its 30th anniversary, unveils the design as it faces new competition from upstart competitors.

By Kim Peterson Jul 19, 2013 2:38PM
Image: (From top) New Hooters logo & old Hooters logo (© Hooters)Hooters of America unveiled a new logo this week as part of a broad attempt to keep the aging chain relevant with customers who suddenly have a number of new "breastaurant" choices.

The company's new "Hootie" logo (pictured, top) looks very similar, with an owl's eyes that also look like doughnuts. Or tires. Or something like that.

But the owl has become more sleek and stylized, which the restaurant says calls out its "contemporary transformation" with a nod to its heritage. Hooters is celebrating its 30th anniversary this year.

USA Today says the old owl was "scruffy-looking and fuddy-duddyish," while the new owl is "lean and mean."

Hooters' waitresses, whom the company calls its "girls," will also get new uniforms over the next several months. The company says the uniforms will include tank tops that still maintain the sexy and sporty image that customers are used to.

The company is also updating its menu to rely less on frozen, premade dishes. "Instead of everything being frozen and being brought in, we're bringing everything in now fresh," Greg Brickman, the company's executive chef, says in this USA Today video.

The company is returning to some of its original recipes for chili and chowder, he added. "We're just trying to make everything one step better."

What's forcing Hooters' hand? Look no further than the number of new competitors in the "brestaurant" business. One of them, Bikinis Sports Bar and Grill, has even trademarked the term breastaurant in hopes of winning an advantage over the likes of the Tilted Kilt, Mugs N Jugs and Twin Peaks. The top three "breastaurant" chains in the country behind Hooters each saw sales jump at least 30% in 2011, The Associated Press reports.

Will Hooters' sweeping overhaul make a difference with diners?

More on moneyNOW

Jul 19, 2013 3:15PM
men often say that the first thing they notice on a woman is their eyes but it's strange there are no restaurant chains called pupils?
Jul 19, 2013 3:27PM
What an "uplifting" article. I always enjoy be kept "abreast" of the latest news.
Jul 19, 2013 3:27PM
"Breastaurant"...LOL...had not hear that term before. I bet their menus are titillating.
Jul 19, 2013 3:37PM

Other than the wings, the food is terrible and the seating is uncomfortable. Changing the logo and the uniforms won't fix what's actually broken,

Jul 19, 2013 3:26PM
They needed to make big change with the food. It has been awful for over 15 years. Their eye candy hardly makes up for the bad food so I wish them all the luck.
Jul 19, 2013 3:31PM
Try over hauling the menu because the food including the wings at Hooters are gross.
Jul 19, 2013 4:29PM
They have also lost some of their friendly attitude.  They should make sure that their employees are comfortable with themselves, their bodies and having men look at "God's artwork."  If not, please note that self-conscious waitresses who just want to make a lot of money have just about lost this customer.  Heck, we even did a study on Hooters for a Marketing of Services class at Duke's MBA program 20 years ago, with a female professor (got A's).  Hooters is a sports bar, family restaurant and a place with attractive waitresses who flirt.  They also do some great charitable / community work.  Even my wife likes it.  The rule is simple, "You can look , but you can't touch."  Prudes who don't even realize that you see much more at the beach should just move to Saudi Arabia,  They have a choice.  Let us enjoy life in a free country with good, clean fun.
Better beer, better food, and not having Nascar on all the time would certainly get me back through the door.  Hell...if they'd just stop with the Nascar I'd probably go back.
Jul 19, 2013 3:48PM
Great, but the service at my local Hooter is terrible. 
Jul 19, 2013 4:16PM
I miss the old orange shorts that showed off the woomens' figures better than the current orange and black square cut shorts that try to make the waitresses look like boys.
Jul 19, 2013 4:18PM
Bikini's is another chain that appears to be thinking, "If you are going to do it, do it right."  Hooter's has been slowly losing its clientele to other chains as they cowtow to the PC crowd.
Jul 19, 2013 5:36PM

Hooters wings are CLASSIC, delicious and... WWWWAaaaaaayyyyy OVERPRICED!  Unfortunately for me their Three Mile Island wings are my favorite of all wing joints, regardless of the "perks" of being in a "breastaurant".  I say unfortunately because for 20 wings @ $17 that's CRAZY.  85 cents a wing or more.  Buffalo Wild Wings, Bulldog Ale House (Chicago area) and other local establishments with good wings are considerably less expensive.  BWW has 60-cent wing days and most other places offer days or daily specials that are much cheaper.  50-cent per wing should be the basis for any good price!


If they want more customers, lower the prices and I'll go more than once a year on a "special" occasion!

Jul 19, 2013 4:02PM
As that great American hero Al Bundy once said, "women should have 3 breasts, two on the front and one in the middle of their back, the one on the back would be for slow dancing"
Jul 19, 2013 4:36PM
The new logo can't hurt, if they follow up with their promise of improving the food.  As for the servers, the local Hooters in our area used to be staffed with girls that ranged from cute to stunning, who wore the uniform and let you admire the view without their being overt about how little they wore.  That changed - now most of the servers there look trashy, some of them look like they could hurt you if you pissed them off, and almost all of them go out of their way in an over-the-top fashion to get you to stare at what they're putting on display.   I know it's a "breastaurant" so the term may not seem to fit, but the wholesome girls - and the old atmosphere - were way more appealing.  Maybe they could go back to that when they revamp the food.
Jul 19, 2013 4:56PM
Never cared for Hooters before and will not go there now.........Much better food in most towns.
Jul 19, 2013 6:29PM
Just go all the way and revamp it into a strip club and then the food won't matter.
Jul 19, 2013 6:33PM
if you dont go in it they will fold! I am going to make a restaurant called Balls!
Jul 19, 2013 4:08PM
It's not like a regular bar where you have to drink them up to a 10  they start at 9
Jul 19, 2013 3:53PM
We went to Denver in May and stopped at a place called Twin Peaks.  I'd have to say that Hooters is a lot more family friendly.
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