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Hooters Is Using Its Uniform to Rewrite the Brand
Hooters is trying to change what walking into a Hooters means. After the Original Hooters founding group reacquired control of the brand in 2025, leadership began what it calls a “re-Hooterization” of the chain, returning restaurants closer to the beach-themed, neighborhood-bar concept the founders say originally defined Hooters. The overhaul includes restaurant upgrades, a simplified menu, renewed community programming and one particularly visible change: the uniforms. Under
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