When the original founders of Hooters took back control of the restaurant chain after its corporate bankruptcy, they pledged to return it to its origins. Neil Kiefer, founding member and Hooters Inc. CEO, detailed a plan to reduce the oversexualized image, emphasize food and hospitality, and expand the brand’s appeal to families and younger customers. Corporate locations had previously become known as ‘little boys’ club stores,’ but the South Florida Hooters always maintained a broad customer base.
Gracie Williams, who has been with Hooters for nearly six years, stated, “Here in South Florida, nothing is changing for us.” She emphasized that Hooters locations in the region consistently appeal to families and children. Gracie, a waitress and bartender, appears on the July cover of the 2026 Hooters calendar.
Micayla Williams, who has worked at Hooters for about two years, mirrored the sentiment. “Nothing’s really changed for our locations,” she said. “We get families, elderly people, teenagers, even kids.” This perspective highlights a regional contrast to the national discussion around Hooters.
Kiefer asserts that restoring broader customer appeal is vital to the company’s strategy. He aims to build a broad base similar to the original Hooters. The focus will be on hospitality, food, and community involvement while moving away from “renegade stores” that had overly sexualized the brand.
Gracie Williams acknowledges the longstanding element of Hooters, saying, “We’re always building an oasis for others to come. Good food, hot wings, cold beer, and, of course, pretty girls.” Community involvement has been part of the South Florida formula from the beginning.
Both women offered insights into the restaurant’s varied customer mix. Micayla mentioned that families form a significant part of the daytime crowd, especially at beach locations. Gracie highlighted the oceanfront setting, where parents enjoy the beach, and kids find meals waiting. Chicken wings and curly fries remain popular menu items.
“Obviously, we get more families during the day,” Micayla noted, mentioning that date nights are also common.
Community events, including fundraising efforts, support local charities and youth sports organizations. Gracie pointed to a recent fundraiser involving rugby players and teams, reinforcing Hooters’ community role.
Both women believe regular customers represent a family-like atmosphere rather than stereotypes involving male regulars with money.
As Hooters seeks to reshape public perception and attract new customers, South Florida locations continue steady business, appealing to a broad audience. Gracie Williams shared her commitment to South Florida charity events, demonstrating a local connection.