Hooters has never been known for its family-friendly environment. For years the American restaurant chain has drawn customers with the appeal of chicken wings and young waitresses in cleavage-baring tanks and short-shorts. But all that may be about to change.
Hooters plans to slowly but surely take Asia—30 new locations are expected to spring up across the continent in the near future. With the new additions, Hooters Asia president Neil Bailey has some branding changes in mind to promote a more family-friendly incarnation of the iconic restaurant chain. First up: the uniforms.
According to Channel NewsAsia, Hooters Asia will first roll out the uniform modifications in its Jakarta, Indonesia, outlet, where higher necklines, longer skirts, and thicker stockings are slated to debut.
“We want to be culturally respectful,” Bailey said of the upcoming changes. “Hooters of America was worried (that modifications would dilute the brand) but we didn't have to take long to convince them. You can’t just come in with the mindset of ‘I'm here now so accept it.’ It’s about adapting to your environment and knowing that you are the guest. When you recognize that, they will welcome you like any new neighbor.”