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Fortune

Sasha Rogelberg

Hooters CEO says private equity turned it into a 'boys club hangout'—Now he's plotting a family-friendly makeover

Hooters Neil Kiefer Neil Saunders Hooters Inc Fortune Red Lobster

A building has a sign reading "HOOTERS" in bright orange letters (Credit: Kevin Carter—Getty Images)

Neil Kiefer has fond memories of the original Hooters restaurant he cofounded in 1983 in Clearwater, Florida. Despite naming his chain with a heavy dose of innuendo, he and his partners intended it as a beachside dining spot for young people and families.

“It started as a place five miles from the beach,” Kiefer, now the CEO of Hooters Inc., told Fortune. “You came in from the beach, could throw some coveralls on, shorts…and it was a hangout.”

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